branding

Storytelling helps marketing but must it be truthful?

20th July 2016 | Posted in Branding

We’re currently seeing Tesco being berated by the National Union of Farmers for using the names of imaginary farms on some of their products. Why? Because a consumer survey found that many people thought the name suggested that the produce was sourced in the UK, but actually Tesco buys in from other countries too. It […]

Imaginary farm names are part of the storytelling for supermarkets

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