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.
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.
