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It’s Not Tesco It’s Fresh And Easy

Posted by Paul B | November 9, 2007 .

Branding or keywords, branding or keywords, what should you concentrate on? How often have you heard that question asked and answered with a variety of contradictory opinions? My opinion has always been keywords and it’s nice to see that one of the UK’s biggest companies agrees with me!

For those of you that don’t know the Tesco’s are the biggest supermarket chain in the UK with a stupidly high amount of market share, they are one of the most important brand names over this side of the pond. Everybody in the UK knows who Tesco are and what they stand for and that’s why so many of us chose to shop there.

In the last couple of weeks Tesco have looked to expand to a new market that several other large British brand name stores have failed to conquer, the American market. The funny thing though is if you go looking for a Tesco store in the US you’ll not find one, instead you’ll have to look out for a “Fresh And Easy” store. Isn’t that a bit weird, one of the largest supermarket chains in the world enters a new market but not under their own brand name but rather with a keyword specific name. Fresh and easy tells you everything about shopping at Tesco’s Fresh And Easy so that’s what they’ve gone for. I’m not a marketing expert but to me this almost feels like internet marketing tactics being carried over into the real world, who knows what will be next, maybe McDonalds opening new stores under the name “Tasteless Unhealthy Crap”?

So next time somebody asks you about branding versus keywords just tell them that Paul Barlow & Tesco recommend keywords.

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