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Sell me a story - Click To Read Article
Once upon a time there was a story
Marketing in the Boardroom - Click To Read Article
Over the recent year-end break, I caught up with a few articles I had set aside from journals I respect for their thought leadership
Retailer Brands - Lessons from UK and what it takes - Click To Read Article
Retailers are assuming that consumers will embrace retailer-owned brands. They may be in for a big surprise. Hopefully, being sensible, they will have researched this move. Not to do so would be naive. It is suggested that Stephen Cain, when at Coles, was behind the plan to move to a higher percentage of retailer-owned brands. Maybe, but it is worth pointing out that his experience of UK food retailing was with ASDA - a committed EDLP strategist. ASDA increased its percentage sales of retail brands in recent years by relying on PRICE not VALUE. There is a difference!
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