"Ask your customers about your brand's status before you consider cutting the easy stuff adrift."
"Being creative doesn't necessarily cost a fortune. But it can save you one."
"By this stage you've probably invested millions of dollars in building your brand over the years. Why destroy that effort and investment by putting restrictions on your budget's application?"
"A classic cost-cutting maneuver is changing suppliers to gain lower prices. Read my lips: This won't help you in the long run."
"Cost-cutting time is no time to change your branding style dramatically."
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