As noted on Reuters, famed big-box retailer Wal-Mart is ditching their long-running slogan “Always Low Prices” and changing it to “Save Money. Live Better.”
According to the article, “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.”
I haven’t seen the ads, but I have to admit “Save Money. Live Better.” feels a bit unpolished and doesn’t seem to differentiate or enhance Wal-Mart’s brand image. Perhaps they calculate colossal ad spending will pick up the slack?