The words "stalled economy" rarely make it into a brand's positioning. Or, do they?

In Friday's New York Times, Stuart Elliott's column discussed the desire for marketers to appeal to worried consumers by acknowledging tough times (link). For example, B.R. Guests Restaurants new advertising asserts, "The economy stinks - twenty percent off online gift card purchases." And, Unilever's Suave brand advertising states, "Say yes to beautiful without paying the price."

For Word of Mouth marketing professionals this is good news and bad news. On the one hand, the frank messaging brands are forced to deliver in a tough economy brings them closer to a plain spoken, talkable position that's easy for influencers to understand. At the same time, these same brands run the risk of compromising their positioning with discount marketing messages that fail to articulate their core values, much less drive brand evangelism.

Finding the right balance is key. No one can "own" the economy empathy message. Although, it does create good fodder for viral marketing campaigns. And, granted, it's easier for some brands - like Wal-Mart - to do so. However, a valuable lesson can be learned others making a go of it. As the article put it, "you've got to tell it like it is." Good advice for today's tough times, and tomorrow's cluttered marketplace.