A breakfast of champions: brand marketing lessons from the Great Depression

Purpose This paper aims to examine whether the behavior of brands during the Great Depression held lessons for the aftermath of the coronavirus pandemic. Design/methodology/approach A review of brand marketing and advertising from the 1920s and 1930s. Findings There are many learnings from the Great Depression that are instructive for today’s brand marketers dealing with COVID-19. Research limitations/implications The review of the literature is not comprehensive and the findings are subjective. Practical implications Today’s brands can learn a great deal from the 1930s such as to take advantage of opportunities and avoid mistakes in today’s difficult environment. Social implications By handling today’s challenges skillfully, brands can refresh relationships with consumers overwhelmed with choices. Originality/value Though there was some commentary on this subject following the Great Recession of 2009, there has been little written about the lessons in brand marketing in the current situation.