Long ago and far away, I started my career at General Electric. It was the early 1960s and, in hindsight, it was a wonderful time. Competition, as we know it, just didn’t exist.
Even though it may seem a simple marketing concept, building brand communities that resonate with loyal customers is indeed a Herculean task.
The marketer who is bored with the world’s 4th largest retailer is bored with life. If you have been into a Tesco store recently, you will already have seen a new line gracing its aisles. The ‘discount brands at Tesco’ range has been hailed by chief executive Terry Leahy as the biggest change in the brand’s offering in more than a decade.
