Not everyone is impressed by the move. Jim Fosina, CEO of Fosina Marketing Group, warns it “misses the mark.” For one thing, plenty of American brands have been around just as long as Walgreens, he said in an email to Retail Dive.
“Consumers aren’t really valuing the strength of a brand proposition over an extended period of time as a determining factor, they are looking for brands that embrace their challenges and needs today and in the years ahead,” he said. “Walgreens needs to be seen as an innovative brand and offering in the market today by developing service offerings that speak to the needs of customers today — making their lives more efficient.”
In today’s competitive market, Walgreens needs a better brand proposition to drive loyalty. “The CVS/Aetna acquisition demonstrates to today’s consumer that their brand is taking aggressive moves in order to better service today’s customer in tangible ways,” Fosina said. “If Walgreens thought that a rebranding effort focusing on longevity was going to be competitive with the CVS moves … they are sadly mistaken … and really missing an understanding of what motivates today’s consumer.”