"This time it is different" are the five most dangerous words any employee can hear from management.
Going to work each day believing today will be the same as yesterday is the mark of a complacent employee that puts their faith in a management that may be under stress from both external (investors, activists, banks, Wall Street) and internal (Board of Directors, Senior Management) to reduce expenses. And the two most vulnerable areas are employees and advertising. And, of the two, it is far easier to achieve the company's objectives by reducing personnel.
There is no substitute for being prepared. Reducing your standard of living and building a safety net.