Walmart has unveiled a major rebranding strategy that signifies its transformation into a people-led, tech-powered omnichannel retailer. The new branding aims to authentically represent the company's current identity. Guidelines provided to employees suggest minimizing puns while encouraging storytelling and the use of emojis for social media engagement. While the brand's new voice will start interacting with consumers in January 2025, initial instances of pun usage raise questions about adherence to these guidelines. Walmart indicates that exceptions might apply for specific humorous occasions, allowing for flexibility in its approach to brand communication.
"We resist using puns. While we admit they're a fun and helpful shortcut, they're also the lowest-hanging fruit. We believe there is always a deeper truth or more entertaining story to be told behind each pun."
"These principles guide the execution of their 'brand voice across all communications,' so they can be 'the realest voice in retail.'"
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