Walmart

Walmart is evolving from retail giant to cultural platform. On the COLLINS team, we built the strategic foundations of its Brand World — distilling stakeholder interviews, customer research, and campaign performance into the findings it stands on, a cultural narrative grounded in Walmart’s founding idea (the best things, available to everyone) broad enough to hold fashion, food, sports, and entertainment, and a cultural-arenas map and IP framework defining where Walmart plays, owns, shares, or stays out.