Wal-Mart’s continued abandonment of it’s “brand”

Wal-Mart has been actively dismanteling their "brand" for the past 5 years.  The latest "blow" to the empire Sam Walton built is the news that  Wal-Mart is shelving its "Always Low Prices" slogan.   After 19 years, Wal-Mart is abandoning it’s standby "catch phrase" and launching, according to an article in the Washington Post:  "

…an advertising campaign that plays up life’s little pleasures over no-frills practicality.

The new slogan:  "Save Money ~ Live Better."

Why not?  Wal-mart seems to be determined to dismantle every element Sam Walton put into place during his tenure as lead visionary of Wal-Mart.  

Actually, abandoning the old catch phrase is probably appropriate.  After all the company abandoned their commitment to low prices long ago and it’s not good business to have a catch phrase that causes cost-conscious shoppers to scoff as they examine prices in the aisles.

I can’t help but notice how the "new" slogan seems to be more in line with Target’s catch phrase "Expect More ~ Pay Less".

Despite their Numero Uno status, Wal-Mart lately has been in an INTENSE "me too" competition with Target.  Wal-Mart is openly coveting Target’s customers and willing to abandon the scores of Wal-Mart faithful in order to win this small, tightly targeted niche which Target has expertly, excuse the pun, TARGETED!

A lot of industry "insiders" love the new approach.  I personally see it as yet another step in the wrong direction. 

In the Washington Post article:

Wal-Mart now is trying to persuade its more-affluent customers to see it as a destination for more than toilet paper and laundry detergent.

AH… there’s the rub!  Wal-Mart is trying to speak to it’s "more affluent" customers.  What they fail to see is the REASON those "more affluent customers" walked into the store in the first place.