Finding traction during an economic expansion is tough enough, but how do companies build brands when unemployment rates surge from 4% to nearly 20% in a matter of weeks? IRI recently offered some tips on doing just that as part of its series, “Recession-Proof Your Business.” 1. Optimize and Curate Portfolio Evaluate brands by strength and category potential Segment the portfolio by growth opportunities and short- and long-term risk Simplify portfolios and work...