Re-branding. It’s going on all around us. Giant Food, one of the Mid-Atlantic region’s largest grocery chains, has just completed a massive re-branding. This year they rolled out new corporate colors and a very cool logo. My local Giant has transformed the inside and revamped all the signage in accordance with the new brand. As a consumer, I appreciate the added in-aisle signs pointing specifically to what’s on the shelves.
Anyone who has worked for a large corporation knows the magnitude of re-branding and the sizeable price tag attached. I presume there was extensive research leading up to the effort—focus groups, studies of consumer behavior and due diligence on the legal and intellectual property implications. I suspect a beefy staff of compliance experts oversaw the rollout. But they omitted an important function—the spellchecker.
I try not to be too judgmental (most times) but I can’t roll my cart down the frozen food aisle without bristling at the sign pointing to the “Sherbert.” This word is commonly mispronounced. It’s tempting to want to make it rhyme with Herbert. But it’s sherbet, people, not sherbert!
At least half a dozen times now, I have approached the customer service desk, now cheerfully re-named the Solution Center, at the front of the store, to alert management to the slip, but chickened out as I got close. If I drew their attention to the error, would I be perceived a snob? I often operate under the skewed assumption that people are grateful for being made aware of their errors. But they don’t usually accept this edification as the gift it is intended to be. Would management be any less offended if I alerted them to an expired sell-by date on a product still on the shelf?
Likely the signs come from a central warehouse anyway and the store managers have no direct control or concern over what comes down from corporate. Still, this is a Giant mistake.