This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

10 Bulletproof Brands in a Bad Economy

Southwest Airlines
Sullivan singles out Southwest Airlines (LUV) as being better positioned than some of its rivals in a sluggish economy.

"If you look t the airline category, Southwest has an advantage during a recession because it is perceived to be lower-priced and better value," she says. "Some people would argue that it has better service."

Southwest cultivates trust by not overpromising, something successful companies across all industries and price points have needed to do post-recession, she says.

In a survey of 1,400 high net worth people about their attitudes around the recession, Sullivan says she found "that it is really important that marketers acknowledge the situation and be authentic and study language that resonates with people versus language that is not believable."

"Words like 'ensured' and 'results' and 'savings' are really good; saying things like 'dreams come true' are really bad because they weren't believable," she says. "Customers love words like 'experience,' 'certified' and 'customized" because it made them feel like they were making a good, rational decision."

7 of 11

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
SYM TRADE IT LAST %CHG
AXP $77.32 -4.44%
BAC $15.56 -1.46%
GOOG $524.05 -1.83%
JWN $76.43 -2.64%
JPM $62.84 -1.52%

Markets

DOW 17,826.30 -279.47 -1.54%
S&P 500 2,081.18 -23.81 -1.13%
NASDAQ 4,931.8150 -75.9760 -1.52%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs