In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation.

It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.

A truly successful person is synonymous with a rising tide which lifts all boats in its path.

We are positioning ourselves for the future. We hope to turn the tide in the South.

Brand preferences and consumption levels in emerging markets such as China, India and Brazil tend to be more fluid. Consumer research is therefore critical to aid marketers trying to cement brand preferences early on as these economies develop.

We got a lot of inquiries from many companies. The tide for nuclear has really been rising.