DoonTheSlope Posted January 5, 2016 Share Posted January 5, 2016 I always wondered how tunnocks get all the publicity in Scotland as opposed to lees who basically make the same product. Because Lees are shite Quote Link to comment Share on other sites More sharing options...
Eisegerwind Posted January 5, 2016 Share Posted January 5, 2016 'Lees of Scotland' as they advertise themselves,surprised they can sell anything at all with that strapline. Quote Link to comment Share on other sites More sharing options...
Larky Masher Posted January 5, 2016 Share Posted January 5, 2016 Because Lees are shite Apart from their macaroon bars. Quote Link to comment Share on other sites More sharing options...
bonzo Posted January 5, 2016 Share Posted January 5, 2016 Apart from their macaroon bars.and the mint cream and coconut ice Quote Link to comment Share on other sites More sharing options...
thplinth Posted January 5, 2016 Share Posted January 5, 2016 Hmmm maybe Tunnocks do serve a purpose after all... Quote Link to comment Share on other sites More sharing options...
Guest flumax Posted January 5, 2016 Share Posted January 5, 2016 http://m.thedrum.com/opinion/2016/01/05/build-brand-dont-invent-it-why-tunnocks-british-makeover-took-biscuit Interesting article on a marketing and media news website about the marketing of rebranding Build a brand, don't invent it' why Tunnock's British makeover took the biscuit Teacake maker Tunnocks whole persona is about tradition, family values and strong roots. Its website is old fashioned and the packaging hasnt changed with the exception of the lion for the 120th year celebration. Ordinarily its branding is proud about the family business and the close association of company and place. It has never mentioned its association for Scotland but people in Scotland took it to their hearts. Most companies can only dream of this spontaneous adoption of their product by a population. That in itself would be something any professional marketer would have built up relentlessly. Tunnock's has no "Scottish" persona but a cult Scottish following that it should adhere to. Giving it a non-Scottish national persona the brand is controversially advertising itself in England as 'The Great British Teacake' is foolish. It could have found a better tag line. The world's best tea cake or Serving exceptional treats for over a century would have worked well without alienating its loyal customer fan base. Tunnock's has made the brand more British to "fit in" south of the border. This seems like a strange choice when regionalism is on the ascendancy. It is innocuous enough in itself but I believe it has been built up as a slap in the face of the popular pro-independence movement. It is also seen as ungrateful for the support that the Scottish people and politicians have given it, most notably at the 2014 Commonwealth Games in Glasgow. When you rebrand you always try to make sure you do not upset your core clients in search of the new clients and markets. This is a crucial rule of marketing. Otherwise you end up with what is called a 'Polo strategy' with weak new markets and a disappearing centre. After the referendum in 2014, reopening the wounds of the vote is also not terribly smart. Company head Boyd Tunnock has said he might brand it as the "world" teacake in other countries but again he is missing the point of branding. Having multi-tasking branding different in England, Scotland and globally is extremely difficult to achieve. The fact that it thinks this is possible is a little naïve, as the response from today has demonstrated. It will make messaging far too complex. Brand integrity is all. Having multiple identities to adapt to market is not very sensible. It makes the identity suspect and also makes it difficult to cultivate a clear identity in the workforce to create a sense of greater purpose and value. Roots and longevity are so valuable and Tunnock seems to view advertising as separate from the rest of the business. The fact that it was a thought by a relative and then adopted shows that no thought was given to it and was considered trivial. This is a prime example that marketing is more than a good idea. It is joined up thinking to build a true identity based on fundamental values and has to think about all aspects. I hope for Tunnock's it is simply a storm in a teacup but it should avoid criticising the people who love their brand and say that they did not mean it. The comments of the patriarch have made this potential trivial decision a major issue and damaged the brand. The large merchandise selection shows how iconic some people view the brand and that the product has a personal meaning, again a great asset to build on. My advice for Tunnock's is to build a brand, do not "invent it". Marketing is a holistic science and decisions should be done in a thoughtful way. Jacques de Cock is a faculty member at London School of Marketing Quote Link to comment Share on other sites More sharing options...
Rich NATA Posted January 5, 2016 Share Posted January 5, 2016 Caramel logs are no bad, but the rest of the Tunnocks range is honking. They're are plenty of alternatives available that are better in quality and taste. M&S Red Velvet teacakes being such an alternative. What the fuq are you shopping in M&S for?! They were on the list of places none of us should be shopping in; am I the only one still refusing to shop in the likes of M&S, ASDA, John Lewis, Waitrose and B&Q (?) Quote Link to comment Share on other sites More sharing options...
kumnio Posted January 5, 2016 Author Share Posted January 5, 2016 I shop in Asda and M&S regularly, lifes too short for boycotting over stuff like this. I dont buy Tunnocks stuff though, never have, so they certainly wont lose any money over this with me. Quote Link to comment Share on other sites More sharing options...
DoonTheSlope Posted January 5, 2016 Share Posted January 5, 2016 They were on the list of places none of us Us? Who is us? Quote Link to comment Share on other sites More sharing options...
BremnerLorimerGray Posted January 5, 2016 Share Posted January 5, 2016 What the fuq are you shopping in M&S for?! They were on the list of places none of us should be shopping in; am I the only one still refusing to shop in the likes of M&S, ASDA, John Lewis, Waitrose and B&Q (?) I food shop in M&S, Sainsbury's and Waitrose, I shop very frequently in John Lewis and my wife works for the partnerships accounts department. Hardly Earth shattering stuff to be fair. Quote Link to comment Share on other sites More sharing options...
Rich NATA Posted January 5, 2016 Share Posted January 5, 2016 I food shop in M&S, Sainsbury's and Waitrose, I shop very frequently in John Lewis and my wife works for the partnerships accounts department. Hardly Earth shattering stuff to be fair.Mmmm... Dinner round your house sounds nice :-)Yeah, I ditched all these places after they waded into the referendum; used to shop in ASDA too. Now, my Dad shops in Waitrose AND Aldi - talk about one extreme to the other! For 2 years he was going on at me to drop ASDA and to try Aldi/Lidl for basics (which I've done) but because I've switched for my own reasons and not his money-saving reasons, he's really irritated by that :-) Quote Link to comment Share on other sites More sharing options...
BremnerLorimerGray Posted January 5, 2016 Share Posted January 5, 2016 Well, discounts in John Lewis and Waitrose swing it to be fair. The Mrs and I do drop in to Aldi as well, so another Waitrose and Aldi shopper here. Quote Link to comment Share on other sites More sharing options...
Rossy Posted January 5, 2016 Share Posted January 5, 2016 To be honest, I pretty much stopped buying Tunnock's products after I saw the discussion with the auld Tory kqunt about a year before the referendum. They had a younger woman on Reporting Scotland who owned her own business and supported independence, and she gave eloquent and detailed reasons for a Yes vote. Tunnock, in his old school tie, sat there and went on about the 2nd world war and the Queen. At that point I thought ' it, there's no way I'm giving him any more of my money'. Petty and childish, I know, but he was such a detestable,deluded, rancid auld twat, it's been money not well spent. So to speak. Quote Link to comment Share on other sites More sharing options...
Rich NATA Posted January 5, 2016 Share Posted January 5, 2016 I don't have a Morrison's, Sainsbury's or Tesco near me, but I am correct in saying they all stayed out of the Referendum debate? Quote Link to comment Share on other sites More sharing options...
kumnio Posted January 5, 2016 Author Share Posted January 5, 2016 Tesco played down the story that project fear spread about price rises. Quote Link to comment Share on other sites More sharing options...
Scunnered Posted January 5, 2016 Share Posted January 5, 2016 You could join me in my boycott of Tesco due to their love of zero hour contracts... Quote Link to comment Share on other sites More sharing options...
neil r Posted January 5, 2016 Share Posted January 5, 2016 What the fuq are you shopping in M&S for?! They were on the list of places none of us should be shopping in; am I the only one still refusing to shop in the likes of M&S, ASDA, John Lewis, Waitrose and B&Q (?) Arent the aisles wide enough for you to navigate safely with your replica William Wallace Claymore hanging from your waist? Quote Link to comment Share on other sites More sharing options...
Scunnered Posted January 5, 2016 Share Posted January 5, 2016 What the fuq are you shopping in M&S for?! They were on the list of places none of us should be shopping in; The Huns of politics! Quote Link to comment Share on other sites More sharing options...
Rich NATA Posted January 5, 2016 Share Posted January 5, 2016 Arent the aisles wide enough for you to navigate safely with your replica William Wallace Claymore hanging from your waist? Have I stumbled into the wrong forum? There was me thinking I'd find like-minded people here :-) Quote Link to comment Share on other sites More sharing options...
Rich NATA Posted January 5, 2016 Share Posted January 5, 2016 You could join me in my boycott of Tesco due to their love of zero hour contracts...Not good, I totally agree.However, they are just one of a great many. Ofcourse, it have been good if past or present Governments stamped it out, which would be the right and proper thing to happen. Back on topic; plenty of other biscuit makers out there to do well out of this; Tunnocks (potential) loss can be someone's gain. Quote Link to comment Share on other sites More sharing options...
Toepoke Posted January 5, 2016 Share Posted January 5, 2016 How can you tell if it's a Unionist biscuit though?... Quote Link to comment Share on other sites More sharing options...
Ormond Posted January 6, 2016 Share Posted January 6, 2016 How can you tell if it's a Unionist biscuit though?...Empire biscuit? Quote Link to comment Share on other sites More sharing options...
neil r Posted January 6, 2016 Share Posted January 6, 2016 How can you tell if it's a Unionist biscuit though?... Check the TAMB list of what confectionary is politically acceptable to be buying. Quote Link to comment Share on other sites More sharing options...
DonnyTJS Posted January 6, 2016 Share Posted January 6, 2016 How can you tell if it's a Unionist biscuit though?... Garibaldi fought for a united Italy. Quote Link to comment Share on other sites More sharing options...
Scunnered Posted January 6, 2016 Share Posted January 6, 2016 Have I stumbled into the wrong forum? There was me thinking I'd find like-minded people here :-) Rich meet Peever, Peever Rich. Quote Link to comment Share on other sites More sharing options...
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