How Aldi, Coles and Woolworths use brand character to drive distinctiveness

One is green and fresh. One is red and down. The other is blue and different (in a good way). These are the codes through which we view our supermarkets. Like shortcuts to meaning in the brain, they help us make quick decisions about where we head for the weekly shop. But beneath these codes, there’s something else at play — something that makes you an unwavering Coles champion, or an Aldi aficionado. And it goes way beyond colours, price, and taglines. We’re talking about brand charac

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