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?
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Reports are constantly suggesting the CMO role is obsolete, but top marketers from RBS, Tesco, Birds Eye and Salesforce disagree, saying when “marketers deliver, there is no problem”.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 […]