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Colin the Caterpillar isn't worth the fight with Aldi - M&S need better ideas


By James Bream
© Nils Jorgensen/Shutterstock
Copying a cake is a zero sum game and Marks and Spencer should accept that, writes James Bream
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What’s the difference between Colin the Caterpillar and Cuthbert the Caterpillar? A sense of humour and 21st century marketing savvy.
If ever the importance of reading the room and understanding the current psyche of the public needed to be summed up for a business textbook, the recent battle between Marks & Spencer and Aldi would be a shining example. ....

Nils Jorgensen Shutterstock , Marks Spencer , Grampian Chamber , James Bream , Caterpillar Cake , Yorkie Bar , Aberdeen Based Katoni , மதிப்பெண்கள் ஸ்பென்சர் , கிராம்பியன் அறை , கம்பளிப்பூச்சி கேக் , குட்டைநாய் வகை அடிப்படையிலானது கதோனி ,