When the economy took a dive a few years back we used blog posts such as this one and this one to encourage our readers to stick with their marketing efforts.

We believe that continuing to actively reach out to your audience during difficult economic times makes sense for maintaining top-of-mind awareness and brand consistency. It can also leave companies positioned well once the tough times subside. In fact, a struggling economy can present quite an opportunity for you as a marketer, allowing you to take advantage of lower media costs and stand out from the others in your category who aren't actively marketing.

Now, BP and the oil industry in general are facing serious P.R. problems as a result of the oil leak in the Gulf. But Shell Oil isn't hiding, waiting for it all to blow over. Shell has recognized that this situation is an opportunity to differentiate itself from the rest of its industry. Read about their new marketing campaign here.

The larger point is this: As marketers we can't cut and run whenever the odds are against us or when immediate rewards aren't apparent. It's important to learn to see the possibilities in even the worst situations, because the next economic dip or your industry's "oil spill" might be just around the corner.