This week’s missive focuses on brand strategy. First up Tesco Mobile, which has relaunched with a new brand identity aimed at “pulling” it closer to the masterbrand. Going further, new and existing customers are being offered six months access to the Clubcard Plus loyalty scheme.
CMO Rachel Swift told us the decision to align with Tesco is an attempt to stand out in the commoditised mobile market. Despite Tesco Mobile being a partnership with O2, the move is another example of Tesco doubling down on its branded house strategy after its flirtation with a house of brands model through the acquisition of Giraffe, Harris and Hoole, and Dobbies in the 2000s - all since disposed of.