Should you continue promoting your company in a business downturn? Of course you should, even if it has to be at a reduced level, because a dip in the market is the easiest time to increase market share, history has taught us that. But should your marketing message change? In Ten Tips for Effective Creative in Difficult Times on the B2B Insights Blog it’s suggested that you make more effort to understand the situation in which your customers find themselves (and I should add that their situation might just be “Crisis? What Crisis?”). In addition, reduced resources might mean you have to get to the point more quickly – and, to borrow a grammatically-challenged slogan from Apple, you need to Think Different.