A few weeks ago.

I wrote  this story.

Called, ‘Dreaming of ASDA’.

Give it a click for a reminder:


It’s a nice little story about my 4 year old daughter Izobel.

And the hero of the story.



I posted the original story on Linkedin.

Initially, 5,000 people had a read.

And one nice chap suggested tagging ASDA in the story.

To see if they were listening.

To see if they’d do something nice for Izobel.

Because Izobel had said something nice about them.

Lovely Idea.

What a lovely idea!

A chance for ASDA to listen.

A chance for Izobel to get a nice thing.

A chance for 5,000 to 10,000 people to read about ASDA listening to an ASDA customer.

A chance for 5,000 to 10,000 people to read about ASDA doing a nice thing for Izobel.

A 4 year old ASDA customer.

What a lovely idea!


ASDA is huge.

Their annual sales are about 22 billion pounds.

The supermarket category in the UK is huge.

Annual sales for the category are about 200 billion pounds.

And it’s so competitive!

Small margins.

Gigantic volume.

Little things can make a big difference.

I don’t envy all of that hard work.

But I still don’t think it’s an excuse for brands not to listen.


This is not about Izobel.

It’s about listening.

And a reminder to all brands.

Big and small.

That of course communication and connection is important.

Of course advertising and strategising is important.

But it’s not as important as listening.

Because ASDA not taking the time to listen to the story if one little girl.

Means that instead of (now about) 20,000 people reading about how ASDA have a great ear for their customers.

Instead of that.

About 20,000 people are reading about how they don’t.

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