The Power of Sam – Sam’s Choice Redesigned!

Sams Choice - redesignIf you are in-and-around the world of retail then you likely have a reverence for Sam Walton. I mean, how could you not? He created a company that went from $1 billion to over $446 billion in just 33 years. But beyond the numbers, Walmart is truly part of the American – and even global – consumer psyche. Sam is an icon known for his personal charisma, entrepreneurialism and passion, and I like to think he is still relevant today, even after his passing in 1992.

So the branding question is, “Does heritage matter when it comes to Sam, and how does he relate to the world of private brands?” Sam’s Choice was a brand that was ever present in the 1990s, but has been reduced to just a handful of grocery categories as of late (coffee, frozen entrees, beverages). However, over the last few months it has seen a resurgence in the frozen pizza category where it has taken over what was once a Great Value item, rising crust pizza.

Sams COhoice transitionHere, the brand appears with a new brand design and logo, and forces a few intriguing questions.

  1. What is the future if Sam’s Choice?
  2. How will the redesign and potential growth of Sam’s Choice impact the private Brand Portfolio strategy?
  3. Is Walmart attempting to catch up with mainline grocers (Safeway Select, Kroger – Private Selections, Food Lion – Taste of Inspirations, etc.), and build a robust Brand?
  4. What is the fate of World Table? Despite the fact that Walmart customers have clamored for the unique products, the brand has suffered from neglect and the delisting of many items.

It seems like the power of Sam and how he translates to Walmart’s branding is confused across the store. Heritage can be a really powerful asset if it is considered with a deft and consistent marketing touch.

This is one of many insights that are part of our new report, MPB SIGHTLINE The 2013 Walmart Private Brand Portfolio, an In-Depth Analysis of Walmart’s Private Brand Strategy.

With over 450 pages of detailed analysis of Walmart’s Private Brand portfolio and strategy, SIGHTLINE is a must-have for all retailers, manufacturers, national brands, agencies, brokers, vendors and analysts.

PURCHASE YOUR COPY TODAY! MPB SIGHTLINE The 2013 Walmart Private Brand Portfolio


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.