There are many adages in marketing, such as “When economic times are bad, you should increase your marketing presence.” However, the marketing budget is usually the first item cut by businesses when times are tough. Who’s right? A common premise is that nobody knows what does and doesn’t work in advertising, but nothing works if you don’t advertise. 

When Pierre Le Moyne d’Iberville first landed on Dauphin Island in 1699, he came face to face with a sight that would unsettle even the bravest explorer. Scattered across the beach were piles of human skeletons and bleached bones resting in the sand, as if left behind by some gruesome event. Believing he had discovered the aftermath of a massacre, he named the island Massacre Island.