David Kiley's post about the Wal-Mart campaign breaking this week is interesting. On the Brand New Day blog he describes Wal-Mart's first work from The Martin Agency. I encourage you to check it out at businessweek.com. The new slogan is "Save money. Live better." Wal-Mart bashing has become a favorite past-time in this country. I know it has for me - for very good reasons. My feeling is this - can Wal-Mart really believe that it can promise to make the American consumer's life better? What about the typical Wal-Mart employee? Is he or she basking in the glow of the American dream, or working 2-3 jobs to make ends meet? And does having more cheap stuff make your life better?
If ever there was an accurate advertising slogan, it was "Always Low Prices." Not the most poetic, but certainly accurate. I think Wal-Mart should have stuck with that one.