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Extensive use of loyalty card scheme mark by Tesco does not prove acquired distinctiveness. Gordon Dadds’ Jim Dennis and Conor Burns check out the issue.

In 1995, the then chairman of Tesco Stores, Lord MacLaurin, said to his CEO, Sir Terry Leahy, “What scares me about this is that you know more about my customers after three months than I know after 30 years.”

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