Reading Between the Lines: Walmart’s “Refreshed” Logo
Rolling out a new logo can be a delicate time for brands - it’s a time of self-questioning and transition all-too-reminiscent of middle school. Sometimes companies (and their PR teams) say one thing, but really have a lot more on their mind. Portfolio.com’s Business Spin blog provides this helpful, insightful analysis of Wal-Mart’s new logo roll-out. The bottom line? “Don’t worry, we’re not abandoning our roots. We’ll still squeeze our suppliers like soggy dishrags.”
Parsing Walmart: This Is Not a Reaction [Portfolio.com’s Business Spin Blog]
After the news leaked over the weekend, Walmart confirmed that it will roll out a new de-hyphenated logo.
While most companies flog their make-overs, Walmart’s overly restrained release seems intended to tamp down any speculation that the company is struggling to find a new sweet spot, as competitors get increasingly efficient and Target’s model continues to pick up steam. Here’s the parse.
Walmart: Walmart U.S. Refreshes Stores’ Logo
Translation: We’re not changing our logo. We’re refreshing it.Walmart: For the past two years, a customer focused transformation has been taking place in Walmart’s U.S. business.
Translation: We’ve pushed the price-as-the-only-differentiator model as far as it can go.Walmart: Walmart’s U.S. locations will update store logos as part of an ongoing evolution of its overall brand…
Translation: It’s an evolution. The revolution didn’t turn out too well. And it’s definitely not a reaction to Target.
Walmart: ...customers have already seen this in refreshed store signage and recent print advertisements and TV commercials.
Translation: ...and in one-time attempts to upscale clothing and other merchandise.Walmart: But what really matters is what happens out there in the stores.
Translation: Don’t worry, we’re not abandoning our roots. We’ll still squeeze our suppliers like soggy dishrags.Walmart: This update to the logo is simply a reflection of the refresh taking place inside our stores and our renewed sense of purpose to help people save money so they can live better.
Translation: We’re starting slowly by using “refresh” as a noun. As we pick up steam, we hope to turn “The Refresh” into a full-fledged proper noun.Walmart: The updated logo won’t begin to appear on storefronts until the fall.
Translation: The news leaked, so we had to confirm months before the roll-out.Walmart: In its 46-year history, Wal-Mart has freshened up its logo on a number of occasions. Its last revision was in 1992.
Translation: We’re just following our normal 16-year logo refreshment routine. But let’s repeat it one more time so there’s no doubt: This is not a reaction to Target.
Posted by Alex Goldschmidt on Tuesday, July 01, 2008
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COMMENTS
Walmart: The updated logo won’t begin to appear on storefronts until the fall. ~~~~~~~~~~Hmm, a new image “branding “ in the fall.... back to school shoppers.......Republicans “targeting WalMart moms........ an upcoming Presidential election......a brand new image for America,hopefully,AFTER the election?
ddrb in
Tuesday, July 01 at 09:38 AM
So, a new logo is going to polish the WalMart image!! Tell me another joke!! I am laughing so hard already, might as well tell me another one! It is still WalMart when you walk in the door, which I haven’t done for many years. Got to go and dry the tears from laughing so hard!
J. Owen in
Tuesday, July 01 at 12:20 PM
Walmart: KFC has Col Sanders as the official face on their logo.
Translation: How come we can’t use Jefferson Davis?
SanDiegoView in
Tuesday, July 01 at 12:26 PM
um..I can’t believe I just spent 30 seconds of my life reading about this ‘refreshment’.
Polishing something only makes it pretty on the outside. On the inside, it’s still full of money grubbig bastards who will go to all costs to be the monopoly chain and ruin entire communities. Who gives a rats about the logo. Wal*Mart Walmart and walmart will alwaus mean “Destuction of the American Dream” to me.
Chris in
Tuesday, July 01 at 12:58 PM
Wal-Mart Faces $2 Billion Labor Law Trial, Judge Says (Update4)
By Margaret Cronin Fisk
July 1 (Bloomberg)—Wal-Mart Stores Inc. broke Minnesota labor laws, a state judge ruled, handing the world’s largest retailer its third-straight defeat in a wage-class action trial and the possibility a jury may order it to pay $2 billion.
The company required hourly employees to work off-the-clock during training and denied full rest or meal breaks in violation of state wage and hour laws, Hastings, Minnesota, District Judge Robert King Jr. held today following a non-jury trial. King ruled Wal-Mart broke labor laws more than 2 million times and ordered the company to give employees $6.5 million in back-pay.
``Wal-Mart’s failure to compensate plaintiffs was willful,’’ the judge wrote in his 151-page decision. ``Wal-Mart was on notice from numerous sources of the wage and hour violations at issue and failed to correct the problem.’’
The lawsuit is one of more than 70 cases, including class actions, or group suits, in which Wal-Mart has been accused of wage-law violations. The retailer lost a $78 million jury verdict in Pennsylvania in 2006 over rest breaks and unpaid work and a $172 million verdict in California in 2005 over meal breaks. Both verdicts have been appealed.
``They are involved in more litigation over alleged violations of wage and hour laws than any other company,’’ said Professor Carl Tobias, of the University of Richmond School of Law in Virginia, who has been following the lawsuits. ``They might want to re-evaluate their policies.’’
(Bloomberg)
SanDiegoView in WalMart is a poverty engine whorehouse
Tuesday, July 01 at 01:21 PM
Walmart: KFC has Col Sanders as the official face on their logo.
Translation: How come we can’t use Jefferson Davis?
SanDiegoView in
Tuesday, July 01 at 12:26 PM~~~~~~~~~~~~~~~~~~~~How about Simon LeGreed?
ddrb in
Tuesday, July 01 at 01:40 PM
hey sdv how about your cheap ass slob costco buddies and their reluctance to give full time work to everyone?got an answer on that one?
m att hew vantress in gresham,oregon
Tuesday, July 01 at 04:59 PM
costco pay and benefits are so much better than walmart.i envy people who work there because they have good jobs while i am a lying asshole for walmart.got one on that answer?
m att hew vantress in gresham,oregon
Tuesday, July 01 at 06:19 PM
On the inside, it’s still full of money grubbing bastards...
Now you’re talkin’, Chris! ^5!
Ken V in Texas
Tuesday, July 01 at 08:54 PM
J. Owen,
“It is still WalMart when you walk in the door, which I haven’t done for many years.”
So, you haven’t been in a Wal-Mart store for years, but somhow know what’s going on inside, right? Or, are you just taking WMW’s word for it?
I go to Wal-Marts all the time and have yet to see what the anti Wal-Marters and this site claims!! I also know a number of Wal-Mart employees and they do not back up what this site says, sure they wouldn’t mind a raise and better benefits, but then again, who wouldn’t!! Proof of this is very evident, when you see the posts here that say “I worked for Wal-Mart for 7 years or 6 years or 13 years”, how many people would suffer the abuse claimed for that long, unless they are purely stupid? Oh yeah, I forgot, those people had NO other choice!! A better explanation would be they are mad at Wal-Mart, because they goofed off in some way, got caught and got fired!! And, some of their stories are just plain LAME, like the person who claimed they were fired for being 1 minute late to their lunch period, NO company would risk a lawsuit with that as the reason for firing someone, when they could find much better reasons!!
RDS in
Tuesday, July 01 at 11:08 PM
hey sdv i noticed you cant answer why your cheap ass slob buddies at costco are too cheap and lazy to give everyone full time work so they can earn a decent living .sdv never bothers to admit that even though costco does pay higher wages than wm most of costcos employees are only part time and dont make as much as sdv claims.
m att hew vantress in gresham,oregon
Wednesday, July 02 at 04:23 AM
ok it was assholes like me that betrayed america and bought all that chinese stuff.i am addicted to cheap crap and demand that everyone buy it only at walmart.you may think i am an unamerican asshole but that is only part of the story.i love being poor and without benefits and just really stupid and full of shit on here.i hate quality stuff and good paying jobs because i cant get either at walmart so shut your piehole you hypocrite loser.btw did i mention i am a complete asshole?
m att hew vantress in gresham,oregon
Wednesday, July 02 at 04:42 AM
I go to Wal-Marts all the time and have yet to see what the anti Wal-Marters and this site claims!!
Well, we’ve come full circle. RDS (Bob) is back to where he started; accepting anecdotes in place of facts. So you’ve been in a couple of Walmarts* in Arkansas and now you know what’s going on in all Walmarts* everywhere.
Next time you’re in your favorite Walmart chatting with the friendly, well-scrubbed asociates, RDS, ask them what the store’s turnover rate is.
Ken V in Texas
Wednesday, July 02 at 05:36 AM
Ken V,
“So you’ve been in a couple of Walmarts* in Arkansas and now you know what’s going on in all Walmarts* everywhere.”
I’ll admit, that I haven’t been in ALL of the Wal-Mart stores, but I have been in Wal-Mart stores in Wisconsin, Illinois, Missouri, Minnesota, Iowa, Kansas, Tennessee and Oklahoma, not just Arkansas and, in NONE of them have I seen those conditions mentioned!! Maybe, there are SOME stores that have those problems, but, those are not following company policy!!
Also, Customer Service, how clean a store stays and stocking shelves, etc. are mainly the duties of the employees, those same employees that you say deserve to be paid more!! If they are NOT doing their job correctly, why do they deserve MORE pay?
“Next time you’re in your favorite Walmart chatting with the friendly, well-scrubbed asociates, RDS, ask them what the store’s turnover rate is.”
I have already explained the “turnover” a number of times, if you are too dense to grasp the concept, I can’t help that!! High school and college students will not STAY at Wal-Mart for years, they move on to higher education or ‘skilled’ jobs after graduation!! And, older people tend to retire at some point!! The fact that we see people saying they have worked for Wal-Mart for 5, 7, 9, 13 years, shows that the turnover only affects SOME people!!
RDS in
Wednesday, July 02 at 11:29 AM
...the turnover only affects SOME people!!
Yeah, doofus, it only affects the people that quit and the people that stay.
I’ll add annual employee turnover, along with understaffing, to facets of Wal-Mart’s business model that you deny.
“A better legacy than a Wal-Mart would be a vacant lot.” ~ Linda Bevard
Ken V in Texas
Wednesday, July 02 at 12:52 PM
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