Tesco’s use of ‘brand shaping insights’ to take measured risks.
As consumers prepared for new challenges in 2021, Tesco embarked on a mission to turn its “Every Little Helps” brand commitment into a tangible reality. The strategy involved investing in “brand-defining insights” to drive a strategy centered on brand benevolence. Although this approach might impact short-term profitability, Tesco recognized that it would ultimately lead to […]