BRAND ARCHAEOLOGY?

With all the things going on at Tesco of late, the new man at the helm is going to focus on “brand archaeology”. What’s that? Stalker hears you ask.

Apparently it means exploring the origins of a brand, rather than suggesting it’s prehistoric.

It’s all about returning to your roots and focussing on what made the brand great in the first place.

Could be just another buzz phrase, or maybe there’s a lot to be said for keeping a close eye on where you came from, as well as on where you’re going.