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Leslie de Chernatony
LD
consultant
Life
Opinion
How FMCG brands can avoid becoming the next victims of the retailers' delisting purge
Opinion
Storytelling vs selling: It's time to start selling stuff properly again
Opinion
Brands are putting the cart before the horse by skipping to campaign tactics before facing...
Opinion
From the Milk Tray Man to Hovis' boy on the bike, will revisiting past glories work for br...
Opinion
Why brands should do more to push Brits into sport
Opinion
Nudge marketing in retail needs a reboot
Opinion
Can retailers tap into entertainment brands?
Opinion
Boots BetaLab: Can the Boots brand really become known for tech and innovation?
Opinion
With its London Fashion Week trendspotting, Topshop shows the way for retailers online
Opinion
After Tesco's travails, this should be the year grocery retailing changes forever
Opinion
The war of the retailers: Who won the Christmas advertising battle?
Opinion
Are we witnessing the end of the supermarket as we know it?
Opinion
Why supermarkets like Morrisons need to stop being brand chameleons