WHAT’S GONE WRONG WITH TESCO?

WHAT’S GONE WRONG WITH TESCO?

We have worked for a lot of agencies over the last 20+ years working in design and branding before we started Designed By Good People back in 2010. During that time we have worked with Waitrose, Sainsbury’s, M&S, Asda and many other supermarkets both in the UK and other countries including the USA. And Tesco. Today we hear that Tesco has had declining sales (yet again) and profits are down. We aren’t surprised. The experience of working with Tesco wasn’t particularly pleasant. Head office seems to run under a culture of fear. Management styles weren’t inspirational, they were autocratic. The atmosphere was one of penny-pinching, it felt unfriendly and very corporate. In the main entrance an LED display showed the share price like it was displaying results of an important news story. We met suppliers and no-one seemed to have anything positive to say about them. Very often we were asked to design for reactions to the competition rather than for an innovative idea that make the competition react to Tesco. But it wasn’t always like that. Once, Tesco were the innovators. Good, better best, Tesco Finest (which we used to design the packaging for at previous agencies), out of town supermarkets, Tesco Metro, Tesco.com, Tesco Express petrol station convenience stores and the Clubcard were all exciting innovations . They weren’t the biggest supermarket but challenged Sainsbury’s and overtook them, making them look old fashioned. Their advertising was groundbreaking and they had a charismatic leader in Sir Terry Leahy. We met him when we were working on Tesco’s ill fated adventure into the US and he really is really sharp. Go...
WHY YOUR BRAND NEEDS A STORY…

WHY YOUR BRAND NEEDS A STORY…

In 1902, US President Theodore Roosevelt went on a hunting trip in Mississippi. One day he went back to camp and his party went on and cornered an American Black Bear before calling him back to take the kill for himself. When he arrived he looked at the bear, and looking at it’s state, refused the kill, calling it ‘unsportsmanlike’. Newpapers picked up on this, creating the cartoon by Clifford Berryman, above. Morris Michtom saw the cartoon and seised his opportunity, creating ‘Teddy’s Bear’ (with the full permission of the President to use his name). Michtom founded the Ideal Novelty & Toy Co (today called Ideal, which was once the largest toy company in the world. All you early adopters who had the first Rubik’s Cube, the name on the box was…yes,  you guessed it, Ideal). The rest they say, is history. I bet everyone reading this has heard of, owned, or seen a Teddy Bear. But have you heard of a Billy Possum? The next president of the US after Theodore Roosevelt was William H. Taft. The toy market was buzzing after the Teddy Bear became so popular, but many believed the teddy bear was a fad. In 1909 Taft was having a dinner, and at his request, was tucking into ‘possum and taters’. After the President Elect had stuffed his belly, he was presented with a stuffed possum toy that he was told would replace the Teddy Bear. The bear was named ‘Billy Possum’. Taft liked the toy and the Georgia Billy Possum Company was formed. It was hailed by the press, the market was flooded with all sorts...