Walmart Hates Children?

Is Walmart out to rip off the Girl Scouts? According to CV Harquail, the corporate behemoth is allegedly out to snuff out the dreams of little girls everywhere by marketing cookies that are similar to the ones the scouts sell every spring - stealing the product's exclusivity, cheapening the product, and taking away profit share that supports children's programs - and doing so at a fraction of the scouts' prices.

Woah.

I'd hardly call myself a fan of Walmart, but Ms. Harquail's claims are taking this to the extreme, going so far as to call Walmart's attempts at corporate responsibility disingenuous - Ms. Harquail goes on to write, "just when you think they've mended their evil corporate ways, they do this to children."

While I disagree with much of what Ms. Harquail wrote, I think she brings up an interesting question about brand authenticity. So what makes a brand authentic?

Authenticity is the glue that holds an organization together and ensures consistency between what a brand does and says - it's practicing what you preach, being totally clear about who you are and what you do best, yet authenticity can't be faked or forced. For a brand to maintain its integrity, it has to stay true to its values and remain relevant by being as dynamic as change itself. The key lies in reconciling those two conflicting impulses and being original within the context of the brand's history.

Comments

[Julie Tyios]

Hi Sara,

Interesting topic. Authenticity is always a real selling point, but I wouldn't be surprised if WalMart could give the Girl Scouts a run for their money. If quality is an issue, though, it may end up being a terrible flop.

I was also a Girl Guide once. I used to drag my Red Rider around every Spring, selling Girl Guide cookies, and people always gobbled them up - literally - when I knocked on their door. I remember getting many thanks for delivering them. (Some people waited all year!)

It's hard to say if the WalMart line will actually compete with Girl Scout cookies. People buy GS cookies because they not only taste great, but they support a good cause as well. And, of course, who could resist buying them from lil cuties in pig tails? I'd say the only thing the WalMart version has going for it at this point is availability, as Girl Scout cookies are only sold a few times a year. I wonder how the Guides and Scouts will handle this?

[Sara Barton]

Hi CV,

Thanks for taking the time to visit my article and thank you for giving all of us marketing types a reality check! Authenticity is a critical issue, and we need to remember that, especially if we are to embrace the transparency that our customers want and deserve.

I'm not sure if I can edit a post once it's been published, but let me stress to my readers that they should a.) read CV's original post (see article for link) and understand that my points in the first paragraph are intended to evoke an emotional response to drive people to CV's post. It's quite thought-provoking and worth a read, and b.) understand that CV's point is that WalMart is marketing cookies that are similar to ones the girl scouts are selling, and at a lower quality standard. They are not the same thing. Profits go toward programs such as camp (as a former scout, I can appreciate this point). Hope this clarifies everything for everyone.

[CV Harquail]

Sarah,

I appreciate your interest in this story.

Please go back to my actual post and quote it correctly, though. No sense in fanning flames by overdramatizing the situation.

Glad that you have also addressed the authenticity issue, which is key. Walmart and all orgs, need to demonstrate as well as talk about who they are and what they are becoming. That's the only way to build and maintain trust.