| For our May 2009 Synergos Event, The Hayden Group conducted a workshop on "Successful Marketing in a Down Market." In our workshop we talked about the strategy of creating marketing messages that empathize with the consumer in a tough economy. We talked about how Dell, for example, has communicated such marketing messages as: "Depend on Dell for simple solutions in tough times;" and "Weak economy, powerful you. (Harvard Business Review, April 2009, "How to Market in a Downturn.") Progressive Insurance has taken this idea one step further by giving customers the opportunity to name their own insurance price—and Progressive will build a policy that fits their budgets. Brilliant! Progressive did not change or dilute their brand. They just offered a product packaging option that makes customers feel more empowered in an otherwise demoralizing economy. Check out the commercial on Progressive's web site. The commercial is brilliantly entitled, "Price Gun." And as Progressive's spokewoman Flo says,"Power to the people!" | 