2

How has consumer behavior has shifted in the past, and will shift because of this recession? Consumer behavior has shifted over the last few months just cause well most people do not have the means to buy all name brand products.
“U.S. consumers are now learning to live without expensive products. Research found that, in any given category, an average of 18% of consumer-packaged-goods consumers bought lower-priced brands in the past two years. As a result, 34% of the switchers said they no longer preferred higher-priced products, and an additional 41% said that while they preferred the premium brand, it "was not worth the money."
http://www.forbes.com/2010/01/04/consumer-spending-recession-leadership-managing-mckinsey.html

How does design develop brand truth?
If a brand is to succeed you must be honest with its weakness and turn them into strengths. You must gain the consumers trust, by doing this they will remember your product. You want to give them something to believe in, something that they would want to use over again, something they can count on. If you can’t be honest with your self well then how do you expect others to trust your brand.
http://www.truth-design.co.uk/

Is there a difference between producing happiness and producing brand loyalty?
By producing brand loyalty you are in sense making people/consumers happy. You are giving them something they can trust and depend on. Something that not mater what is going on you know will always be the same as it was the first time you tried it, even if the brand has changed looks from the first time you encountered it you know it will be what you expect.
http://www.adglitz.com/2009/07/13/coca-cola-slogans-history-coke-punchlines-over-the-years/