Ad Agency Report Enumerates Wal-Mart's Limitations

Wal-Mart Stores here needs to revive its brand image by repositioning itself to highlight how smart its shoppers are and how they can use Wal-Mart as a resource to live better lives, the company's former advertising agency said in a report to management last fall. According to the report, a copy of which was obtained by SN, consumers do not perceive Wal-Mart as a smart choice in

BENTONVILLE, Ark. — Wal-Mart Stores here needs to revive its brand image by repositioning itself to highlight how smart its shoppers are and how they can use Wal-Mart as a resource to live better lives, the company's former advertising agency said in a report to management last fall.

According to the report, a copy of which was obtained by SN, consumers do not perceive Wal-Mart as a smart choice in several priority categories, including grocery, “where saving money and t

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