ASHA CHOWDARY, DNA, BANGALORE: How will you stay positive in 2009, considering that the world is going through such a bad time?
DALE: I always say, from what a PR gets, he might make a living. But from what a PR gives, he might make a life. The economic downturn for India is going to be a slow one. It is like… jor ka jhatka, dheere se lage. There’s no point in waiting. It’s better to get going, pump up your PR and actively market yourself. For those who do, the field will be relatively open at such a crucial time. I would say, this is the time for some smart brand consolidation. We are living in a world where perception is reality. The number one objective should be to plan and smartly position oneself as a stronger brand than before. This, in turn, will be helpful in securing return on investment, which is invaluable. No one can go back and make a brand new start. But you can always start from now and make a brand new ending.