Michael Miller and Chris Noble have seen panic before. As co-founders of Consiglieri, they’ve spent careers on both sides of the table—leading T-Mobile’s internal creative operations, steering brands through agency transformations, and watching companies make the same recession mistakes on repeat.
Their message cuts through the noise: when 94% of US advertisers worry about tariff impacts and 45% plan budget cuts, the smartest move isn’t retreat. Research shows companies maintaining marketing budgets during recessions see 275% higher sales growth. The difference? They focus on product value, not borrowed cultural relevance.
Corporate Behavior Speaks Louder Than Campaigns
Miller addresses the elephant in the boardroom. “It’s hard for a brand that’s raised prices on consumers six times over the past two years and done multiple rounds of layoffs to then pretend like they’re relating to their customer,” he says. The disconnect isn’t just awkward—it’s brand-damaging.
Noble adds that budget cuts now require strategic thinking beyond basic reductions. “Marketers have to decide what parts of what they’re trying to do make the most sense,” he explains. The challenge is balancing immediate quarterly demands with building customer value over 12 to 24 months.
Authenticity Beats Trend-Chasing Every Time
“You can’t do it by pretending to have cultural relevance,” Miller notes. “We’re gonna hop on this trend happening in social—that rings shallow with people when they’re struggling to figure out how much groceries cost.” Consumers are too smart for performative brand moments when real financial pressures dominate their lives.
Noble sees brands still pointing spotlights at charitable initiatives while ignoring how price increases and layoffs impact brand perception. “Those things are impacting their brand value in a way they haven’t had to pay attention to as much in the past,” he says. “That’s only going to accelerate.”
What CMOS Should Stop Buying Immediately
When asked what CMOS should stop purchasing from agencies, Noble doesn’t hesitate: “Stop buying the ‘we’ll just put a tent up at Coachella and suddenly all the kids will think we’re cool.’ If you’re not adding value or rationale for being there, nobody’s connecting. They’re taking your free backpack and that’s it.”
Miller extends this to social trend-chasing. “Trying to get social currency by chasing whatever fleeting thing it is—that feels inauthentic. You’re just trying to glom onto the coattails of something happening in culture.”
The Coming Shift CMOS Aren’t Ready For
Watch the final insight: 13:00
Noble identifies the next crisis: “CMOS haven’t figured out how to turn product benefits into consumer feelings. There’s this middle ground where brand marketing and product marketing have to connect. If you haven’t figured out how to infuse consumer feelings into product marketing, you’ll just be doing bottom funnel creative. You’re going to erode the brand over time.”
Miller adds the loyalty dimension. “Your ability to interact with consumers in tough times—that goes a long way with how consumers believe and feel about your brand. Short term decision making allows us to abandon long term thinking. Paying attention to the consumer while making short term decisions will inspire loyalty long term.”
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