Why Retail Marketers Should Be Leading The Way...

This is the first of a new weekly column I'm writing for that venerable institution, Supermarket News.

When I joined Tesco (then a struggling UK supermarket chain) as a young marketer, retail was at best a marketing outpost. For a career in marketing you were supposed to join the likes of Procter & Gamble or Unilever. I remember my family and friends thinking I was crazy to join them.
However, as it turned out, the marketing challenges I encountered in retail are faced by every marketer today...

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Simon's new book "Creating Loyal Brands" out now.