- New in role, having previously worked for Vodafone and Amazon
- Given the exciting but challenging task of figuring out how one of the worlds best brands should evolve over the next 3 years
What we achieved together:
- Fresh insight into the strengths of the brand and areas of opportunity, using enthnography, semiotics and experts
- Simple, inspiring brand positioning to "bottle the magic" of Tesco today
- Detailed recommendations on how to evolve the brand experience
- Alignment and engagement of senior managers from different functions, who co-created the strategy
The result:
"Quick win" changes already in place, with others being worked on for 2009/10
Lance says:
"There's no better company out there to supercharge your brand thinking. They challenged us to think about the bigger, longer-term brand issues. We came out of the process with several important initiatives that we are already implementing."
