Surviving a recession: Which planet is your business on?

The business pages are currently packed with predictions of a imminent recession in the UK and various experts have piled in with guidance to businesses on how to survive.

One particularly interesting piece which caught my eye recently came from brand research, development and management consultancy Brandsmiths.

Chris Cleaver, the firm's MD, used the analogy of planets and their inhabitants to identify which types of companies will survive a recession based on their attitude to business. The examples given are all major multi-nationals but the characteristics can be applied to any size firm. Whic category does yours fall into?

Modern classics: The home of contemporary cool, where brands succeed by staying true to their roots. Life may seem quiet, calm and serene, but behind the scenes the brand owners and managers are working overtime to stay current. They play on nostalgia, and never forget that emotion is key to keeping customers close. They are the kings of quiet evolution: always fresh, progressive, savvy and smart - they're in tune with the masses, and masters of perennial appeal. They'll survive a downturn, but are undoubted merger or acquisition targets. Examples: Time Out, Levi's and Penguin Books.

Dominators: a cold, ruthless environment, fast-paced and not for the faint hearted. Inhabitants are smart, sharp, quick on their feet, prepared to stand their corner. They smile at the cameras, but they're smiling assassins of anybody that gets in their way. They get what they want and are never shy of showing their strength and power. Sheer muscle will help them batter their way through any sort of recession. Examples: IKEA, Starbucks and Tesco.

New Heroes: Wannabe brands wannabe which struggle to find a foothold. They are true people's champions, pioneering new territory and cutting through the clutter of an overload of choice. They're getting back to basics, listening to what consumers really want and taking some risks to create a whole new alternative. They'll make it through a recession, but they'll also be seen as acquisition or merger targets by businesses who need a little edge to get them through difficult times. Examples: Innocent Drinks, Green & Black chocolate and Co-Op

Planet Wallpaper: Targets for acquisition which have dozed off and woken to find themselves adrift in the brand equivalent of a shopping malls that you walk past thinking 'that doesn't look very interesting'. They were once beacons, but now they're trapped, living off the glory days of old. At best everyone needs at least a paint job, at worst a complete makeover. Examples: Haagen Daas, KFC and Woolworths.

Icons: Home to true legends, worshipped by followers, and who revel in the adoration. Fame is the game; they have unshakeable confidence in their right to be there, they believe they are the best, and every move is to sustain position, strengthen following and stay in front. They are massively aware that one wrong move can prove to be very costly but are powerful enough to survive anything. Recession will simply pass them by. Examples: Stella Artois and Walkers Crisps.

Nadir: There is no way back for residents of this planet. They're too big to buy, too big to collapse, so they'll drift through a recession, and perhaps even simply disappear. These brands have failed to listen to the warning signals and are now on the fast track to a potentially messy end. These are brands that have made the grave mistake of becoming over-reliant upon one aspect of their mix, whether price, communication or heritage. Examples: Disney, Dixons and FCUK.

Reinvention: These guys are brimming with hope, regeneration and ambition and are the envy of many. They make reinvention seem effortless, self-aware enough to recognise a tired formula, they shed ghosts and find new pastures easily. Their ability and agility will drive them through a recession, probably without them noticing one ever passed by. Examples: Puma, Nestle and McDonalds.