Brand Building in Tough Times: Walmart's Brand Relevance and Frito-Lay's Simplicity 

Geoffrey Precourt
WARC Online

Walmart: Brand Relevance

It's as if Walmart had been preparing forever for the tough economic times of 2008-09.

What we're doing today is not fundamentally different from what we were doing a year ago," Steve Bratspies, svp/Dry Grocery at Wal-Mart Stores, Inc., told an assembly at the Association of National Advertisers' "Brand Building in Tough Times & Beyond" conference. "And it won't be different from what we'll be doing when times improve dramatically."

Sam Walton once firmly asserted, ""I was asked what I thought about the recession. I thought about it and decided not to participate" and it would seem the company is holding true to its founder's legacy. The idea of selling city-quality goods at country prices generated $31 million in 1970 sales, $1.2 billion in 1980 and $400 billion in 2008.