Walmart’s Great Value Brand Makeover Is A Lesson For All Businesses

LeadershipLeadership StrategiesWalmart’s Great Value Brand Makeover Is A Lesson For All BusinessesByShep Hyken,Contributor.Forbes contributors publish independent expert analyses and insights. Shep Hyken is a customer service/CX expert, author & keynote speaker.Follow AuthorMay 10, 2026, 08:00am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Model for McDonough Architects' Wal-Mart dept. store redesign- environmentally-correct bldg. to be built in Lawrence KS & possibly used as retrofit model for other Wal-Mart stores. (Photo by James Keyser/Getty Images)Getty ImagesWalmart recently announced a “modern redesign” of its Great Value private brand. According to the press release, this is the first major change in more than a decade. David Hartman, vice president, creative, at Walmart says, “Great Value has earned customers’ trust over decades, and while the brand is getting a fresh, modern look, what’s inside isn’t changing. Customers will continue to find the same trusted products at the same every day low prices they rely on.”A recent article in RetailWire not only shared the details of Walmart’s brand makeover, but several members of the RetailWire BrainTrust also commented on the benefits, concerns and how Walmart is being proactive by undertaking the update before the brand feels outdated and irrelevant compared to competing brands. Lisa Goller, a member of the BrainTrust, says, “Great Value’s vibrant and inviting refresh will help Walmart stay competitive against national brands and other private labels. The line’s previous design reflected value, whereas this makeover also reflects Great Value’s quality and brand trust.” The redesign isn’t another “New Coke,” in which the taste of the Coca-Cola product changed. This is an image upgrade. That distinction matters. When companies change the core product, they risk breaking trust and losing existing customers. When the goal is on...