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Does it matter who owns a brand?

Fascinating debate. Of course, there's a small set who do care, and there's a lot who don't. For H&H, it’s challenging because their audience are probably majority Guardian readers, who do care and who don’t like Tesco. Tough position. But what’s really interesting is where this debate goes from here. If you think of food as a proxy, then transparency can add value – who’s working for this business and what’s their story. Will who the business works for ever matter to the majority? I believe it will in the right category at the right moment in time. The marketers job is to spot that and capture the value for the brand. When sales of ethical goods are at an all time high in this economic climate, I don't think there's a better time than now, do you?

Thu, 3 Jan 2013

4:30 pm