The Challenges of Running a Multi Brand Environment

Aldi has been incredibly successful in turning a brand that was seen as cheap, but now sort of seen as great value and smart. One of my biggest challenges working for Spark is that I would love to be able to say that we use Spark's network. However, we need to make sure that we don't steal Spark customers. We can't be seen as a cheap Spark, right? So I have to be very careful with how I present the credibility part of this brand, which is the network.