Picking the right battle cry - Blue Ocean Strategy

Blue Ocean Strategy - Picking the right battle cry

According to Blue Ocean Strategy, one of the three key attributes an effective strategy (or ‘value curve’ in BOS visual terminology) must have is a compelling tag line (the other two being distinction and focus). Why such emphasis on a tag line? Firstly, tag lines force you to communicate concisely and to simplify your message toward consumers and the marketplace. If you are unable to do that, your strategy or innovation is either too complicated or too diluted. Second, your tag line shapes your identity, and therefore your perception by the public.

In the Summer of last year we discussed Blue Ocean Strategy and the importance of tag lines, highlighting Wal-Mart as an example. Based on reasons outlined in the original posting, we went further to suggest that Wal-Mart change it’s tag line from ‘Always Low Prices, Always,” to “We make life affordable for American households.”

Interestingly enough, Wal-Mart recently issued a press release stating that it is rolling out a new advertising campaign and changing it’s current tag line to "Save Money. Live Better." According to Reuters:

The new slogan comes as Wal-Mart is incorporating more of an emotional tone into its advertising as it tries to boost sales at its U.S. stores.

Its back-to-school ads showed actors posing as customers, talking about how Wal-Mart helped them save money amid high gasoline prices, a contrast to its previous ads featuring a smiley face character zooming around stores, slashing prices.

Wal-Mart said it will begin running TV ads on Wednesday illustrating "how saving money on the little things adds up and helps families live better."

Could it be that Wal-Mart drew some inspiration and wisdom from the commentary we posted on this very site? We would like to think so!