tesco ireland

Sir: Tesco’s downfall offers a lesson to everyone in branding, marketing and design (‘Tesco posts worst results in its history,’ thegrocer.co.uk, 22 April).

Firstly, never forget who your audience is. If Tesco were a person, its former customers would see a person with their fingers in their ears singing ‘La-la-la, not listening’. Tesco has consistently ignored what its customers need to feel connected. It could reverse this trend and to do this it must be seen to care. Starting with local communities, being a supporter and not an enemy to small businesses. Then listening and responding appropriately.

So, next time there’s a big football event, don’t just discount beer… discount tissues (for the realists) or coffee (for the morning after). To succeed, every brand needs to know who it is, who its customers are, what they need, and who their people are.

Alistair Whiteley, executive creative director, Hornall Anderson