180,000

This is the number of hits produced by Google when we enter the words „crisis brand”. The hit appearing on top of the page is an article published by a competitor of ours under the title „Private labels coming in times of crisis?” about the revised business strategy of Tesco. This might be the result of deliberate on line branding. Recession is a survival game, with desperate struggle in the supply (food) chain. Ultimate predators (leading brands) enjoy many advantages in this struggle. They might even grow stronger in the crisis. This is why I don’t think that the way out of the crisis is what we find on top of the page when we enter the words “crisis Tesco”.