Re: Branding

From: Rob Lewis <rob_at_marketingphysics.com>
Date: Tue 25 Feb 2003 07:56:37 -0600

Damon,

Obviously since branding is not math it can be
interpreted in many different ways. However I
would like to point out that your perception of
the Wal-Mart brand is not in line with the
Wal-mart branding strategy. The Wal-Mart brand is
about providing the "best shopping experience"
period. Yes, that includes an everyday lowest
prices strategy but also includes selection,
convenience and attitude. Sam Walton's principle
was simple- make the customer number 1. Think of
it this way, if his brand only stood for lowest
price but he had a poor selection or really grumpy
sales people, do you think Wal-mart would be what
they are today? Not a chance. Their brand connotes
just what they want. A great shopping experience.

>From Wal-Mart PR- "If you ask customers why they
return to Wal-Mart again and again, chances are
they'll say it's because of more than just the
great prices and appealing selection. It's also
because of the people, starting with the friendly
greeters at the front of every store. Prompt,
friendly service is a serious matter at Wal-Mart."

Think of it this way, if KMart decided to price
even lower than Walmart, and let's say that it
could even be proven, would that mean shoppers
would abandon WM and start shopping there?
Probably not. There's more to the WM brand than
lowest price. Don't confuse a tag line with a
brand.

Pricing IS a strategy, it's just not a branding
strategy...or at least a very good one.

-Rob




Received on Tue Feb 25 2003 - 07:56:37 CST