I remember talking to a women in Texas about Walmart...
"Walmart is the reason my kids don't know we're struggling. They have the same brands as their classmates in their lunchboxes, toys on birthdays and new clothes when they really need them."
Could never sell "a shield" as a strategy to the brand - they wanted the less emotive "White collar living for blue collar families"
I remember talking to a women in Texas about Walmart...
"Walmart is the reason my kids don't know we're struggling. They have the same brands as their classmates in their lunchboxes, toys on birthdays and new clothes when they really need them."
Could never sell "a shield" as a strategy to the brand - they wanted the less emotive "White collar living for blue collar families"
But this took me back there
A brilliant example - thanks Steve.