Imitating Target


I read today that Wal-Mart is changing its ad slogan from “Always Low Prices” to “Save Money. Live Better.” Anyone else notice how the rhythm and main thought sound a lot like Target’s “Expect More. Pay Less.”?

Well, at least one other noticed. This from a public radio broadcast:

“Edward Weller is a Wal-Mart analyst at ThinkEquity Partners. He says Wal-Mart has a history of stealing good ideas from competitors. Edward Weller: From the point of view of content and rhythm, it is surprisingly like the Target slogan which is “Expect More. Pay Less.”

If you can’t come up with your own ideas, just steal them from your competitors, which is what Wal-Mart has been doing the last 3-4 years. Target is the reason that Wal-Mart remodeled their stores to have wider aisles and hardwood floors. They’ve unsuccessfully tried to compete with Target’s more upscale, trendy but still reasonably priced fashion. Now they’re using a cheap imitation of Target’s slogan. What’s next? A red Wal-Mart smiley? A Wal-Mart dog?

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