Businesses apparently can’t just tell customers they offer good products at a fair price. Instead, they cook up “brand identities” intended to convey their deep, sincere feelings about everything but their interest in making money.
Kroger hired the advertising agency DDB New York to come up with the new campaign. According to the announcement, the two set out to create “a refreshed, stronger brand identity — both internally among associates and externally among customers and other valuable stakeholders — that breaks through the grocery retail industry’s ‘sea of sameness.’ ”
Where I balk is this glossy layer of feeling and emotion being applied to arguably the most mundane of consumer experiences, a trip to the supermarket. Rassi, the marketing veep, also used that phrase “sea of sameness.” So did the news release. You kind of get the idea it tested well with focus groups.
Keller acknowledged, though, that Kroger might be stretching things when it seeks to expand customer loyalty to something more akin to a passionate embrace.
📝Davidlaz is in the column's comment section chatting with readers. If you have any questions or thoughts about Ralphs' new rebranding, let us know in the comments:
Davidlaz Did someone hold a contest to create the most instantly hate-able character designs of all time?
Davidlaz Gotta say, I love my Ralph’s already.
Davidlaz Need a new supermarket. This is pitiful.
If they want me to love them, they would stop running out of Uncle's Day Sauce
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