… From Biz2Biz NWA November 2009 “The Business of PR”

By Janie Pritchett-Clark

Ask a Millennial or Generation Z about branding and you may be confused by the conversation. Their concept of branding is the newest alternative to tattooing– an extreme body modification similar to branding cattle.

That’s the conversation Andrea Thomas found herself in with a youth who fancied a career in branding. For the public relations professionals at the recent PRSA conference in Rogers, branding is something much less painful.

While there are many definitions, Walter Landor, one of the greats of the advertising industry, said:  “A brand is the most valuable real-estate in the world, a corner of the consumer’s mind.”

Andrea Thomas knows something about brands. She is senior vice president of Private Brands for Walmart Stores, Inc. She leads the brand management, product development and co-manufacturing activities for the multi-billion dollar portfolio of the private brands found in Walmart.

“The definition I like for us at Walmart is really about a promise we make to our customers– but you have to consider how complex and in-depth that promise is.”

It’s more than an advertising slogan. “You have to deliver on the in-store experience they have. You need to deliver on the products they buy.  You have to deliver on your ability to provide a solution.”

The Walmart brand is a pretty detailed relationship they have with their customers, she said.  “We have to work hard to make sure we are fulfilling all the expectations we set with them.”

Brands and brand promises have been dominated by the consumer packaged goods (CPG) industry for most of our advertising-entrenched lives. The experience and expectations were built into the brand message– that promise made to us through advertising.

Retailers, Thomas said, are now adopting that experiential approach. And, if you think about the last three spots you saw during last night’s news you’ll have proof. Macy’s promises magic, Home Depot promises help for your honey-do list, and Visa encourages you to make memories.

“In order to have the right conversation and make the right promise with your customer, you really have to understand what your customer is going through and what problem you can solve for them. For the most part, people are motivated to do things that make their life easier, better, or more enjoyable.”