The document discusses Walmart's struggles with declining sales and negative customer traffic at its U.S. stores for seven consecutive quarters. It also mentions that brand equity loss and customer attrition are connected, and lists some drivers of customer attrition such as threats to workers. Another section discusses whether rebranding alone is enough to address problems, highlighting some expensive rebranding failures by companies like BP, Gap, and Pepsi.

1. Lessons in who needs
to pay attention to
customer attrition and
brand equity
Does Brand Equity Matter?A publication of

2. Sometimes customer attrition can seemingly be
overcome and businesses endure. Delivering
modest returns to shareholders by pushing
mediocre profit growth of less than 3% .
Sales at Wal-Mart U.S. stores open at least a
year were flat and traffic was negative for
the seventh quarter in a row, continuing a
weak trend for the retailer at home. Prior to
this quarter, Walmart's U.S. stores had seen five
straight quarters of sales declines."
Source:http://www.usatoday.com/story/money/business/2
014/08/14/walmart-q2-earnings/14015873/
Sales at Wal-Mart U.S. stores open at least a
year were flat and traffic was negative for
the seventh quarter in a row, continuing a
weak trend for the retailer at home. Prior to
this quarter, Walmart's U.S. stores had seen five
straight quarters of sales declines."
Source:http://www.usatoday.com/story/money/business/2
014/08/14/walmart-q2-earnings/14015873/
Brand equity loss and customer attrition are connected
The Connection in Practical Terms

3. Customer Attrition Drivers
National Labor Relations Board
Administrative Law Judge Orders Walmart
to Stop its Illegal Threats to Workers in
One of Many Expected Decisions against
Walmart Workers, Supporters Say Walmart Must
End Its Abuse of Power and Improve Jobs"
Source:http://makingchangeatwalmart.org/2014
/12/10/10128/
National Labor Relations Board
Administrative Law Judge Orders Walmart
to Stop its Illegal Threats to Workers in
One of Many Expected Decisions against
Walmart Workers, Supporters Say Walmart Must
End Its Abuse of Power and Improve Jobs"
Source:http://makingchangeatwalmart.org/2014
/12/10/10128/
With so few realizing these price war victories are made more costly because of
internal operation problems and damage to domestic brand equity.
It also touches on the connection between risk management and brand equity
loss that drive customer attrition.
Source: http://ww2.kqed.org/news/2012/11/20/wal-mart-braces-for-black-friday-strikes

4. Is Rebranding Enough?
Plus the costs of the environmental catastrophes and related problems.
The Helios logo is meant to symbolise and represent the company’s
green growth strategy by taking on the form of a sun. However, when
it boils down to to it, there’s nothing green about drilling oil and it
seems as though BP are trying to pull the wool over people’s eyes. It
would have been better to stay away from this sort of connotation
altogether.
Estimated Cost: The cost of the “Helios logo design” and it’s rollout
was rumored to be $211,000,000. The company spends up to
$125 million annually on improving their brand and marketing“
Source: http://www.canny-creative.com/2013/10/10-rebranding-failures-how-
much-they-cost/

5. Is Rebranding Enough?
Gap performed possibly one of the fastest branding turnarounds of all
time when they reverted to their original design, just six days after
putting their new logo out into the public. The Gap rebrand was
estimated to have cost them $100 million, not the price tag you’d
expect for something that could’ve been cobbled together using
WordArt."
Source: http://www.canny-creative.com/2013/10/10-rebranding-failures-how-
much-they-cost/

6. Is Rebranding Enough?
Now one approach is remain the same and to continue down the path of typical
approaches with predictable results.
The white stripe on the new logo varies across Pepsi products,
getting wider or thinner depending on product. The design team that
spearheaded the campaign explains that they’re supposed to be
“smiles,” but we don’t really see it.” – Forbes Magazine
Estimated Cost: The cost of rebranding the entire Pepsi company is
said to be $1.2 billion over 3 years with the logo mark for
Pepsi alone coming in at $1 million
Source: http://www.canny-creative.com/2013/10/10-rebranding-
failures-how-much-they-cost/

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11. “Cultivating a
better kind of
different.”
“Cultivating a
better kind of
different.” Yvette Dubel
@ydubel