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?
Critics might scorn the fit but consumers care little about corporate ownership, and acquiring the Debenhams brand at a knockdown price helps Boohoo target more profitable customers.
The Advertising Association, ISBA and IPA are joining forces to assess the extent of the industry’s diversity and inclusion problem, with the results being used to devise a plan of action.
The broadcaster is on the hunt for a marketing director and communications director, both of whom will report into Channel 4 CMO Zaid Al-Qassab.
From digital-first customer journeys to pushing the electrification agenda, car marques such as BMW, Audi and Kia are switching strategies to ensure their marketing keeps pace with consumers.