Morrisons – The food specialist for everyone
Corporate/Brand Identity Design and implementation costs over £100,000Landor Associates
2 EXECUTIVE SUMMARY
This is the story of Morrisons' remarkable recovery and how the new brand positioning and in-store brand experience were a driving force in its turnaround.
For decades a darling of the stock market, Morrisons bought Safeway and fell dramatically from grace. When the company emerged from the struggles of integration, management was under pressure to turn the business back into a winner.
The single biggest issue holding the brand back was poor perceptions of its food quality.
The new...