When rebrands go wrong

(And how to avoid the pitfalls)


Tesco news

Sainsburys deal low prices

The Marketing Week Video

Fri, 26 Sep 2014

Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.

tesco 2014 304

Tesco’s corporate woes torpedo brand perception

Wed, 24 Sep 2014 | By Russell Parsons

YouGov BrandIndex data shows significant dips across key brand tracking data. 


Tesco's woes continue as sales decline deepens

Tue, 23 Sep 2014 | By Lara O'Reilly

Tesco was the worst performing supermarket in the UK in the last quarter, according to latest Kantar figures

tesco 2014 304

Tesco online boss to temporarily replace MD after it emerges company overstated profit

Mon, 22 Sep 2014 | By Lara O'Reilly

Robin Terrell to become interim UK MD, replacing suspended Chris Bush.

tesco payqwiq 2014 304

Tesco trials mobile payments service

Tue, 16 Sep 2014 | By Sarah Vizard

Launch of PayQwiq in London and Edinburgh lets customers pay and earn Clubcard points on their phone.


Tesco simplifies marketing structure in focus on the customer

Wed, 10 Sep 2014 | By Sarah Vizard

Restructure will result in some redundancies at director level.

tesco 2014 304

Tesco in charity tie-up to promote healthy living

Tue, 9 Sep 2014 | By Sarah Vizard

‘Groundbreaking’ partnership with Diabetes UK and the BHF will be ‘force for positive change’.


Tesco cans plans for Hudl smartphone

Mon, 8 Sep 2014 | By Sarah Vizard

Analysts expect to see more brand extensions ‘sidelined’ as new boss focuses on core grocery business.

> search for more Tesco stories

Tesco marketing analysis

Branwell Johnson

Customer satisfaction should be every retailer’s goal

Thu, 25 Sep 2014 | By Branwell Johnson

A key reason for Tesco’s decline is a lack of customer focus.

Ritson 437 267

Tesco risks being famous for being broken

Tue, 23 Sep 2014 | By Mark Ritson

Missing money is the least of Tesco’s marketers’ woes.

Sarah Vizard 654 400

Morrisons should be looking to Waitrose, not Tesco, for lessons in loyalty

Thu, 11 Sep 2014 | By Sarah Vizard

Free tea and instant discounts are more appealing.

The Secret Marketer 401 245

Sharp, though legal, practice is eroding consumer trust

14 August 2014 | By Secret Marketer

Does delivering lower prices for customers mean brands have to break the trust bond?

Sarah Vizard 654 400

The supermarkets should take a leaf out of P&G’s marketing book

Thu, 7 Aug 2014 | By Sarah Vizard

P&G isn’t afraid to take drastic decisions and the supermarkets shouldn’t be either.

Ruth Mortimer 654 400

Three lessons from Aldi's founder for today's brands

Wed, 23 Jul 2014 | By Ruth Mortimer

Tesco’s new CEO faces a huge challenge - can he be as ruthlessly focused as Aldi is on its business?

> search for more Tesco stories

essential read

Ritson 437 267

Is Dave Lewis really the right choice for Tesco?

Tue, 22 Jul 2014 | By Mark Ritson

Tesco’s new CEO may find that without retail in his DNA he will struggle.

tesco brand campaigns


Tesco takes on Weight Watchers with ‘My Fit Lifestyle’ range

Wed, 18 Jun 2014 | By Sebastian Joseph

Tesco cooks up range to help time-strapped professionals make healthier food choices.


Tesco introduces T Digital brand to bolster digital credentials

Thu, 12 Jun 2014 | By Sarah Vizard

Aim is to shift perceptions of Tesco to “a tech-focused business that happens to operate in retail.”


Sainsbury’s and Google launch first voice recognition banner ad Video

Thu, 5 Jun 2014 | By Sarah Vizard

Ad will promote Sainsbury’s new tool to help people cut down on food wastage at home.


Tesco steps up marketing to get across price message Video

Wed, 4 Jun 2014 | By Sarah Vizard

Campaign to hammer home price cuts and loyalty focus aimed at stemming worsening sales.

Tesco related brands

Sarah Warby, Sainsburys

The 'mum test': why Sainsbury's new campaign is simplifying prices

Thu, 25 Sep 2014 | By Sarah Vizard

Marketing director Sarah Warby says customers are shouting at supermarkets to ‘stop making it hard work’.


Aldi: ‘Price cuts by big four benefit us’

Mon, 29 Sep 2014 | By Sarah Vizard

Discount grocer claims its basket size is now the second largest in the sector.

Sainsburys deal low prices

Sainsbury’s takes aim at rivals in price-based marketing overhaul

Thu, 25 Sep 2014 | By Sarah Vizard

Retailer will simplify prices and promotions as part of three-pronged campaign. 


Asda plots refresh of own-label healthy food range

Wed, 24 Sep 2014 | By Sebastian Joseph

Supermarket trademarks several potential new names for its healthy ‘Good for you’ food range.

Triple G brands

Why good deeds pay off for brands

Thu, 18 Sep 2014 | By Jonathan Bacon

Good actions, high-quality service and an emotional connection with consumers are more valuable to brand longevity than tangible assets like profits, research finds.

Yes campaign

Retailers warn price promotions could take a hit in independent Scotland

Fri, 12 Sep 2014 | By Sarah Vizard

John Lewis boss says ‘never knowingly undersold’ strapline might have to change.

Related sectors: food & drink

> more food & drink

related sectors: retail

> more retail

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