Video: Su Mathews and Clint McClain
HTML 5 accessible player with share button. This is the player we use on AIGA.org.
Filmed on: October 15, 2010
About this video
Delivering everyday low prices made Walmart the most
successful retailer in the world, but it took a brand revitalization to
make them the most loved. Su Mathews, senior partner at Lippincott, and
Clint McClain, senior director, General Merchandise Marketing, at
Walmart, examine the elements of this large scale repositioning—a new
brand strategy, tagline, logo, store design, employee training, web
integration, product quality, and more—and demonstrate how each
reinforces Walmart’s commitment to enhancing customers’ lives. Take a
look inside one of the most successful rebranding initiatives of the
decade.
Speaker bio
Su Mathews is a senior partner in design in Lippincott’s
New York office. She has over 15 years of experience in the creation
and development of branding, identity systems, publications, interactive
media, annual reports, wayfinding and promotion projects for global
organizations. Her clients have included The Art Institute of Chicago,
Citigroup, Coca-Cola, Hyatt, The Port Authority of New York and New
Jersey, and Random House, among many others. Recently, Mathews helped
lead the development and launch of Walmart’s brand revitalization, a
massive repositioning that contemporized the brand while retaining the
values of its legacy and heritage. Prior to joining Lippincott, Su was
an associate partner at Pentagram Design. Her work has been cited for
excellence from AIGA, Communication Arts, Graphis, I.D., Mohawk Show 9 and Print
magazine. Mathews holds a BFA in graphic communication and an associate
degree in advertising design, both from The Fashion Institute of
Technology. She has previously taught a senior semester graphic design
course at FIT.
Clint McClain leads Walmart’s
marketing efforts for all general merchandise categories, including
Home, Electronics, Apparel, and Hardlines. He has over a decade of
experience in a broad range of marketing companies—developing brands,
leading businesses and driving innovation to meet customer needs. For
the past three years McClain has been directly involved in the
development of the enormously successful new brand strategy for Walmart,
including working on the repositioning, creating new advertising
campaigns, developing a new look and feel for the brand and rolling out a
fresh brand voice for customers. Additionally, McClain’s team developed
the Walmart Smart Network, a new communication channel that will reach
140 million shoppers every week. Prior to Walmart, McClain spent much of
his career at Coca-Cola, where he managed several non-carbonated
beverage businesses including Minute Maid Juice Drinks. During his time
at Coca-Cola, McClain led the development of Minute Maid Heartwise,
launched the Disney Beverages and developed and launched a line of
Bacardi Mixers. He has also worked in brand management roles at several
leading companies, including Tyson Foods and Gallo Wines.