banquet brand

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Walmart’s mission, I just read on Forbes.com, is “We save people money so they can live better.” Is this an endemic or non-endemic mission? I would normally say non-endemic, in that anyone selling anything can talk price strategy, but since Walmart is selling just about everything it might work. It might be endemic. Nah. Not falling for it.

And the whole “live better” is so done. It’s like we help you “sleep better.” Done.  The fact of the matter is much of the low cost stuff one buys at Walmart it not built to last. It’s built for now and next year.  Like products at BJs. A Coleman cooler, for instance, with cheesy plastic hinges is not long for this world.  You’ll be buying another in 22 months. That’s not living better.

Walmart is about the transaction. Volume. Turnover. China. It’s not about living better.

This mission is internal. It’s for the 2.2 million employees at the world’s largest private employers. To make them feel better.

Walmart has a lot to offer. It just needs to be more straightforward and perhaps smarter about its positioning. If you want to do good, do good. Especially when hawking value. Study ConAgra’s Banquet brand.

Peace.

 

 

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Most brand strategists are insight doctors. Insight detectives.  Consumer behavior and motivation are their daily gruel. It’s a wonderful living. It’s like being a psychotherapist but without all the focus on negatives. I am a brand strategist of a different color. Certainly I can find insights with the best of them. Also I can write actionable projects briefs but my real job is in casting the master brand strategy. I plan the house while most brand strategists decorate the rooms.

A large brand, on any given day, may have 20 assignments in play across 5 agencies. That’s a lot of briefs. It’s not effective to have so many re-inventors and it’s not cost-effective.

I don’t want to put anyone out of work here but with a good master brand brief (aka brand brief) the need for strategy soldiers across agencies is lessened. And the work becomes tighter.

I went to a Conagra meeting on the Banquet brand a few years ago and there were probably 6 different agency strategists in the room. Silly.

Peace.                      

 

 

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