# Walmart's playbook for turning brand love into sales

> Understanding local communities helps legacy brands build affinity that drives real business results.
- Title: Walmart's playbook for turning brand love into sales · Adweek
- Summary: Understanding local communities helps legacy brands build affinity that drives real business results. Brands that tailor messaging to local values and build…
- Keywords: walmart, brand affinity, audience intelligence, customer sentiment, local marketing, community engagement, brand loyalty, market research, demographic shifts, tunnl, brandweek 2026, Walmart's
- Source: Adweek — https://adweek.com/brand-marketing/turning-brand-affinity-into-measurable-business-outcomes
- Author: Dawn Papandrea
- Published: 2026-09-21T18:48:24+00:00
- Read time: 1 min
- Topics: walmart, brand affinity, audience intelligence, customer sentiment, local marketing, community engagement, brand loyalty, market research, demographic shifts, tunnl, brandweek 2026
## Trust is scarce, brands must listen
We're in a period of disruption where customers are skeptical. Brands need audience intelligence to understand what matters to specific customer groups and tailor their messaging accordingly.
## One message doesn't fit all regions
Walmart's approach in Arkansas differs completely from the Northeast or West. Understanding local healthcare needs, disaster preparedness, and community values shapes how the brand communicates its impact.

> In Arkansas, the heartland, it's a very different message than it's going to be in the Northeast, and that's very different than what we see in the West.
## New residents are a test audience
Texas saw significant population changes after the pandemic. New arrivals may have different brand perceptions based on where they moved from, making them ideal for testing how to educate customers about Walmart's community work.
## Build goodwill before crisis hits
With many store locations, things inevitably go wrong. Brands that establish themselves as community partners beforehand earn trust that protects them when problems occur and turns negative experiences into brand loyalty.

> You want the community, particularly where you're operating, to understand that this is a partner.
## Top of mind means more than location
Customers remember brands for reasons beyond low prices or convenience. When Walmart is top of mind because it's a trusted community partner doing good work, that emotional connection drives consistent purchasing behavior.

> You want to be top of mind, not just because the price is low, or it's close to my house, but because that's a partner in our community doing really good and positive work.
## Key takeaway

Brands that tailor messaging to local values and build goodwill in communities create loyal customers who stay top of mind for reasons beyond price or convenience.