Brand diagnosis and the cost of living crisis: Your Marketing Week
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
Health check
The last two winners of Brand of the Year at The Marketing Week Awards achieved their success from a position of adversity. After reaching a nadir in 2014 following an accounting scandal, Tesco – 2020’s winner – rebuilt under CEO Dave Lewis by taking a long look at its failings as a brand and using its “brand archaeology” as a starting point. Essentially, what made Tesco liked in the first place.