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Budget brands and Twitter haters: 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 Gym Group’s rebrand to On The Beach’s campaign backlash lessons, it’s been a busy week. Here is my take.
Budget builder
Aldi and Lidl have a lot to answer for. Between them they have helped flip the script for low cost brands. Budget is no longer a dirty word or a shortcut for sub-standard. Both discounters have done a lot of work to show that low cost and quality can be uttered in the same sentence, so much so that people are no longer ashamed to be seen shopping there, hiding their Aldi shop in a Sainsbury’s bag so the neighbours don’t see.
