Tesco promises more brand marketing as analysts lay in to its “insipid” ads
Tesco CEO Philip Clarke has hinted it will launch more brand marketing and campaigns around reassuring customers of the quality of its food ranges this year, as retail observers question Tesco's turnaround strategy and slam its marketing as “dull and …
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Marketers could do more to create engaging anti-alcohol abuse messages
In the UK, the only tools to tackle alcohol abuse seem to be minimum prices per unit of alcohol or curbs on marketing. The former looks to have been kicked into the long grass, in England at least. Guess where that leaves drinks industry marketers? On …
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Mad marketing in a modern world | Millennium Integrated Marketing
You don't have to think as “far” back as the 1960s era of big advertising depicted in AMC's “Mad Men” to remember when marketing was mainly managed and executed by separate specialists.Millennium Integrated Marketing
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Popular Questions
Why did analysts describe Tesco’s advertising as “insipid” in the discussion about more brand marketing?
Analysts viewed Tesco’s recent advertising as lacking distinctive brand impact. Their criticism suggests that the campaigns may have focused too heavily on functional retail messages rather than creating memorable emotional associations. Tesco’s promise to increase brand marketing signals an intention to address that weakness. The likely priority is to make future advertising more recognisable, engaging and clearly connected to the Tesco brand.
What does Tesco’s promise of more brand marketing mean after criticism of its “insipid” ads?
The promise indicates that Tesco plans to give longer-term brand-building a larger role in its marketing activity. Brand marketing typically aims to strengthen familiarity, preference and customer loyalty rather than communicate only short-term offers. In response to the criticism, Tesco will need to produce work with a clearer creative identity and stronger reasons for shoppers to remember it. Success will depend on whether the new campaigns feel more distinctive while still supporting Tesco’s retail objectives.
How can Tesco improve its advertising after analysts criticised its brand marketing?
Tesco could improve by developing a consistent creative idea that is easy to recognise across television, digital channels, stores and social media. Campaigns should combine useful retail information with stronger storytelling, emotion or humour instead of relying mainly on interchangeable promotional messages. Testing advertisements with customers before wider release could reveal whether they are memorable and persuasive. Tesco should also track brand consideration and recall alongside short-term sales results.
Will more brand marketing change perceptions of Tesco’s “insipid” advertising?
It could, but a larger brand-marketing budget alone will not change perceptions. Tesco must use that investment to deliver advertising that is more original, relevant and consistent over time. Repeated campaigns with a recognisable voice can help replace a bland image with a stronger brand impression. Analysts and customers are likely to judge the change by the distinctiveness and effectiveness of the work that follows.