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Dallas 2016

The Walmart brand narrative - engaging storytelling at scale while maintaining individual relationships

In recent years, Walmart made a huge commitment to telling its story and rebuilding its reputation — starting with its associates and customers. Under Chad’s leadership, Walmart has taken a more strategic approach to reputational storytelling, rebuilding trust between Walmart and its customers. With a few key audience segments in mind, Chad’s team develops engaging content that brings the stories of Walmart associates and customers to life The results so far includes the Ripple Effect which communicates the details of some landmark wage and benefit upgrades, and the Made By America series, which profiles Walmart’s support of US-made products and businesses.  Additionally, the Corporate Communications team recently launched Walmart Today, the company’s corporate publishing beachhead, that taps Walmart’s owned digital channels to deliver big news — ultimately allowing Walmart to own the conversation and communicate directly with consumers. 


In this talk, Chad will share a behind-the-scenes look at how him and his team built their storytelling strategy, results they've seen, lessons learned along the way that have helped them plan for the future.

Chad Mitchell
Walmart

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