Don't Sell Yourself Short

I would advise that we be very careful during these times. Don't sell yourself short or sell your brand because you need the money. Think of the long-term and your loyal audience, specifically the HNI (high net worth individual). Here is a great piece by HBR on How to Market in a Downturn:

"When sales start to decline, companies shouldn’t panic and alter a brand’s fundamental proposition or positioning. For instance, marketers catering to middle- or upper-income consumers in the pained-but-patient segment may be tempted to move down-market. This could confuse and alienate loyal customers; it could also provoke stiff resistance from competitors whose operations are geared to a low-cost strategy and who have intimate knowledge of cost-conscious customers. Marketers that drift away from their established base may attract some new customers in the near term but find themselves in a weaker position when the recession ends. Their best course is to stabilize the brand."