You know a high profile brand is in trouble when its CEO goes quiet.

Across Britain lots of noisy company bosses seem to have caught a touch of laryngitis this year.

Instead of shouting from the rooftops about their achievements, they are keeping their heads down because sales have dipped and the future’s not looking too rosy.

When times are tough, brands should not go quiet. They should maintain a high profile by investing more in communications and marketing, not less.

When consumer confidence is ebbing away, CEOs should lead from the front and not cower away in a corner.

Fortune favours the brave.