As I was putting the finishing touches on a blog questioning the sanity of giant retailer Wal-Mart and their decision to eliminate over 300 branded items from their store, I ran across THIS story in Advertising Age, Walmart Reversal Marks Victory for Brands.
Apparently Wal-Mart did two things:
· They listened to the consumer backlash caused by the removal of their favorite branded products.
· They came to their senses.
OK, maybe these are really one and the same. Had it not been for the voice of the consumer and the ability of Wal-Mart to listen to them, this would never have occurred.
On the other side of the aisle—as they like to say in our nation’s capitol— you have Congress who has decided NOT to listen to the consumer. On Sunday March 21st, the House passed Healthcare legislation that in nearly every credible poll—left or right of center—shows consumers are against the plans that were passed. Chief among the complaints are about how this was accomplished: the earmarks and special deals that were cut to “buy votes.”
It remains to be seen what will happen to this legislation, but the message is clear: listen to us (the consumer) or we will take action. Wal-Mart, to their credit, got the message and quickly, in a matter of weeks after their decision, reversed field and delivered back to their constituency.
When will the politicians do the same? I guess we’ll have to wait until November to see if they get the message.
John G. Most is a 35 year veteran in the branding and advertising industry, credited by his clients as the strategic architect and guardian of the brands he helped build: Coca-Cola, Nabisco, Grey Poupon, A.1. Steak Sauce; The Prudential, Campbell’s Soup, General Mills, Bertolli Olive Oil and AMTRAK. John is one of only 25 Certified Brand Strategists in the country, accredited by The Brand Establishment. He is a well-known speaker and is an expert on topics including brand development and advertising.
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