Views and Insights from Alessandra Bellini, Founder of Bellini Works https://belliniworks.com/about/
Marketing has long been considered a blend of science and art—a delicate balance between data-driven strategies and the intangible magic that makes a brand unforgettable. Alessandra Bellini, former Chief Customer Officer at Tesco, encapsulates this idea perfectly, stating that great marketing is about “unlocking the magic in people and business.” But what exactly is this magic, and how can brands harness it to create emotional connections with consumers?
Beyond Logic: The Emotional Core of Branding
In a world saturated with products and services, emotional connections differentiate the good brands from the great. Bellini’s career journey—from Unilever to Tesco—demonstrates the power of emotional branding. At Tesco, the retailer faced a daunting challenge: rebuilding trust after an accounting scandal had left its Net Promoter Score (NPS) at -4. The turnaround wasn’t just about pricing strategies or product quality; it was about reconnecting with customers on an emotional level.
“People hated Tesco as a company but loved the people in their local stores,” Bellini noted. This insight led to initiatives that humanised the brand, improved customer experience, and reinstated trust. The takeaway? Successful branding isn’t just about what a company sells—it’s about how it makes people feel.
The Personalisation Revolution: Balancing Data and Human Touch
One of the biggest trends in modern marketing is personalisation. Consumers expect brands to know them—what they like, what they need, and when they need it. Tesco’s Clubcard relaunch exemplifies how personalisation can drive both loyalty and sales. By shifting to a “Clubcard Prices” model, the company made customers feel valued, offering exclusive deals that incentivised engagement.
But there’s a fine line between meaningful personalisation and intrusive targeting. Bellini cautioned against relying solely on data, stressing that marketing should always have a human element. “People don’t want to feel like they are just a number in an algorithm,” she said. The key is to use data to enhance experiences, not replace genuine customer relationships.
Bravery in Marketing: Taking Risks That Matter
Large organisations often struggle with bold marketing decisions. Fear of failure, internal bureaucracy, and risk aversion can lead to safe, uninspired campaigns. Bellini’s approach at Tesco, however, was different. The brand took calculated creative risks, from launching playful, nostalgic advertising to making fundamental shifts in pricing strategy.
“Marketing should always aim to sell—short term and long term. But to truly stand out, you have to be brave,” Bellini advised. This principle applies across industries. Whether in B2B or B2C, bold marketing—when grounded in customer insights—has the potential to cut through noise and drive real impact.
From Loyalty to Love: The Evolution of Customer Engagement
Loyalty programmes have historically been transactional. Collect points, redeem rewards, repeat. But Bellini and her team recognised that true loyalty isn’t about discounts—it’s about emotional attachment. Tesco’s reinvention of the Clubcard wasn’t just a pricing play; it was about making customers feel like valued members of an exclusive community.
For brands looking to deepen customer engagement, the lesson is clear: move beyond rewards. Create experiences, foster communities, and show appreciation in ways that feel personal and meaningful.
AI in Marketing: The Superpower and the Risk
AI is revolutionising marketing, offering unprecedented efficiency and personalisation. But Bellini raised an important concern: reliance on AI can erode critical thinking and creativity. “We need to be careful not to take AI-generated outputs at face value,” she warned. While AI can enhance content production and audience insights, the human touch remains irreplaceable.
Brand Consistency vs. Personalisation: Finding the Right Balance
How do brands maintain a strong identity while catering to individual preferences? The answer lies in consistency. A brand’s core message, values, and aesthetics should remain intact, even as marketing becomes more personalised. Tesco’s approach ensured that every campaign, whether digital or in-store, reinforced its brand positioning while still addressing specific customer needs.
The Hidden Psychology of Customer Loyalty
Loyalty isn’t just about habit—it’s about emotional resonance. Behavioural science suggests that customers are more likely to remain loyal to brands that evoke positive emotions and align with their personal identity. Marketers should focus on storytelling, authenticity, and community-building to foster deep-rooted brand loyalty.
Lessons in Growth, Resilience, and Self-Awareness
Reflecting on her career, Bellini shared invaluable leadership insights. “Don’t worry so much,” she advised, noting that self-awareness and adaptability are key to long-term success. Whether navigating a brand crisis or steering a major transformation, resilience and a clear vision make all the difference.
Final Thoughts: Marketing’s True Magic
The magic of marketing lies in its ability to blend logic and emotion, data and creativity, consistency and innovation. As Bellini’s career illustrates, the most successful brands aren’t just the ones with the best products—they’re the ones that make people feel something.
For brands looking to create their own magic, the formula is clear: understand your customers deeply, be bold in your approach, and never underestimate the power of emotional connection.
