By opening a new chain of budget stores, Tesco is trying to compete in an arena its business model is unsuited to, and which Aldi has taken decades to perfect.
By Mark Ritson
There are two ways to position a brand – ‘about’ something and ‘versus’ something – and the most powerful examples of positioning do both.
Award-winning columnist Edwards will be writing a monthly column for Marketing Week, as well as speaking at the Festival of Marketing in October.
Tesco is reportedly set to launch a discount chain, dubbed Jack’s, across the UK this autumn but can it build a brand from scratch to truly rival the already well-established German discounters?
The Müller Corner ad lands in the top 15% of all UK outdoor ads for both its ‘stopping power’ and for branding, according to The Works study.
A carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
Top marketers from ITV, TK Maxx and Channel 4 share their thoughts on the issues facing marketing in a new Oystercatchers series in collaboration with Rankin Creative.
You might increase total message recall by adding more of them, but you’ll lose credibility, as shown by the World Cup protestor who couldn’t pick one cause.