The people at Wal-Mart (now Walmart) can either be considered as geniuses or plum crazy. Depending on your perspective, the new logo for Walmart could signal a more focused brand image for the huge retailer. According to the Wall Street Journal, Walmart is rebranding itself as a wide spread strategy to shed it’s old image.
The logo has gone through numerous changes since it’s humble beginnings. Check out the history as found on Brand New.
Most people might see this change as overkill, but in my opinion it makes a lot of sense for the retail giant to continue it’s dominance for two reasons strategic leadership and differentiation.
Strategic Leadership
One of Walmart’s major competitors, Target, has done a very good job branding the company as of late. The famous bull-eye and bold red color have done wonders to separate the Target brand from other major retailers. The redesign of stores offers discount prices in a more “upscale” store setting. This has been a weakness for Walmart for a while. Many people do enjoy Walmart’s low prices, but what else does Walmart actually offer customers? Poor customer service, low quality products, and HUGE stores. The logo change could be the beginning of a more focused Walmart. While the store will probably offer the same superstores, the new Walmart logo could be applied more widely. I can see it already, the Walmart “sunbrust” on newly brand smaller supermarkets or pet stores. Creating a master brand could make it easier for Walmart to strategically put it’s stamp on other business ventures.
Differentiation
The new logo is different and the color are much more vibrant. Have you ever seen blue and thought Walmart? With the new color scheme and symbol, over time you just connect similar imagery to Walmart. Once again, this is something that Target has done very well with it’s red visuals and bulls-eye. Arguably, the new design is something that is a little different from what you will see from other companies. I was in a Walmart store tonight, and I am already starting to see the Walmart “sunburst” throughout the store.
Overall, the logo change is probably a little bit late considering Target’s re-branding efforts. Walmart, however, will soon be able to use it’s “sunburst” for strategic leadership and differentiation. With the wealth of resources that Walmart has at it’s disposal, it will be a matter of time before people begin to recognize the “sunburst” with Walmart the new and improved branding effort. While the jury is still out on the “sunburst” as the symbol, its a welcome start to secure dominance in the ever changing market place.
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