Marketing strategy is the means of developing a cluster of competitive advantages into a single, cohesive business focus. Creating a compelling message that speaks directly to your value proposition is essential to a brand identity that creates comfort and confidence with the target user. Tough economic conditions are potentially a prosperous time for marketing teams who have a solid plan of attack and empower sales teams with the necessary tools to succeed. Marketers who are assertive during a downturn pave the path to increased growth during a future recovery. Today, more than ever, is the time to embrace your strategic vision and recalibrate your message to the needs of the voice-of-the-consumer.