Wal-Mart's hillbilly image
So I find it especially amusing when Wal-Mart's own ad agency lays it on the line and tells Wal-Mart that its own image is its worse enemy, that Wal-Mart stands for value and not values, and it is still weighed down by its hillbilly image.
While Target hasn't even come close to over-taking the behemoth, it is gaining market share and it is financially outperforming Wal-Mart in sales growth and stock performance.
Remember when Wal-Mart used to be all about selling American goods? Well, most people don't, now they just associate Wal-Mart with cheap. Cheap is good for plastic hangers and baked beans. It's not for high-end electronics and some other categories.
Of course, knowing Wal-Mart they'll ignore this report, I mean stay the course.