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February 17, 2010

Is Walmart Killing Branding and Naming?

This year may mark a milestone in branding and naming, one that has as much resonance as Marlboro Friday.

Walmart is unceremoniously clearing brands off the shelves that do not sell well and replacing them with their own private label versions.

This seems to be a backlash against "product overload" - a phenomenon where there is just too much choice for cash strapped consumers looking for deals. This is great for private label brands, but not great news for already struggling brand names.

Or for marketers in general.

Too much choice, it seems, can be paralyzing. Or, as some new studies show, "choice may be what consumers want, but not what consumers need."

The point is, this move might "make brand names irrelevant," simply because Walmart is so big, many other retailers might follow suit.

Choice, and product loyatly, seemingly are also luxuries. This has led one blogger to wonder out loud if "name brands are going away."

The problem has also had bloggers in the auto world saying much the same thing, there are just too many great choices for the average consumer. Is less better?

One thing is for sure: the brand message might start to be simplified. I think that the idea of building a brand though numerous line extensions might be slowly getting replaced by a deeper, truer, more simplified brand message.

Maybe this year, less will be more.

Technorati Tags: Walmart, Brand, simple, shelves, Naming, Retail, Marlboro Friday

Posted by William Lozito at February 17, 2010 8:39 AM
Posted to Brand Naming | Branding | Marketing | Naming | Product Naming

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