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?
An ability to drive positive change, disrupt the norm and form authentic partnerships is helping brands from Adidas to TikTok to Gymshark achieve cultural relevance in the world of sport.
Fintech startups have generated a lot of buzz in recent years, but Starling Bank wants to differentiate itself by taking a longer-term approach to growth and brand building.
Just as technology evolves, so do audiences. The gaming companies achieving success are the ones who adjust, adapt and embrace the ever-changing landscape.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here