The Co-op rebrands around purpose and sees revenues soar above £10bn

Sean Hargrave

Following a 2019 rebrand, The Co-operative Group broke the £10bn revenue barrier for the first time in 2020.

When the Co-op, the diverse UK consumer co-operative business, passed the £10bn revenue mark for the first time in 2020, it was with the help of a rebrand that tapped into its roots of doing good deeds in the community.

The new “It’s What We Do” strapline, unveiled in 2019, summed up how the founder of the Co-operative movement has been a leader in fair trade practices for 175 years and, throughout that time, has put profit to good work in the community.

This new positioning was put to the test in 2020. It was, Chief Customer and Membership Officer...

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