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?
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Improving representation and inclusivity will help make Google’s marketing more effective, according to CMO Lorraine Twohill.
Channel 4 is awarding £1m in advertising airtime to a brand that can pitch an “exceptional” campaign that authentically represents disability.
The taxpayer-funded campaign will encourage brands to divert marketing spend into cutting prices, with businesses introducing such measures invited to add the campaign name and logo to their branding.