Wal-Mart In A Battle To Redefine Its Brand

Wal-Mart want to clear some things up. Hence, the launch of a new PR-driven site, TheRealWalmart.com and new TV spots that began airing on Saturday during the Kentucky Derby.

According to The Wall Street Journal, the campaign is the company’s first purely image-based ad push in several years.

WSJ also reports that Wal-Mart’s “energized differentiation,” an advertising term for the direction a brand is going based on consumer interest, loyalty and momentum, dropped 50% between 2011 and 2012 among college-educated adults.

That’s what allegations of bribery, poor global sourcing practices and low wages brings.

Barbara Andridge, 38, who has been working at a Placerville, Calif., Wal-Mart for nearly eight years and makes $12.15 an hour. She said she had to drop its health plan this year because she couldn’t afford the $18 weekly cost.

“I don’t want to see ads,” she said. “I want to see Wal-Mart provide decent wages, affordable health care and enough hours to feed my children.”

About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.