To maximise both revenues and savings, Sainsbury’s and Asda’s merger must get brand architecture right, unifying operations while keeping the brands distinct.
By Mark Ritson
This week’s deal might have created the UK’s biggest supermarket group, but questions remain over how the two businesses will work together when they have such distinctive brand propositions.
The deal between the UK’s second and third biggest supermarkets gives the combined entity about 31% of the supermarket sector, ahead of current market leader Tesco.
Sainsbury’s boss Mike Coupe believes that just because the two brands will be owned by the same company, that doesn’t mean they can’t co-exist.
Coca-Cola praises marketing investment for helping to shift consumer mindsets about the soft drink company and its namesake brand.
Reports are constantly suggesting the CMO role is obsolete, but top marketers from RBS, Tesco, Birds Eye and Salesforce disagree, saying when “marketers deliver, there is no problem”.
Japan’s rugby team might appear to have few links to Skoda, but both have excelled against expectation using a challenger mindset, which others can emulate.
The strategies for success behind the best global brands Interbrand marked the 20th anniversary of its annual Best Global Brands valuation report by comparing the current top 10 with their first rundown from two decades ago. No surprise that big tech dominates this year’s list (Apple, Google, Amazon and Microsoft hogging the top four, in […]