In the marketing classic Positioning, authors Al Ries and Jack Trout, probably the world’s best-known marketing strategists wrote that it is unwise to use initials for a company name. They have coined the practice the “no-name trap”. While there are successful exceptions to the initial rule, Ries and Trout warn against using the letter “w”. As “dou-ble-U” is the only letter in alphabet with more than one syllable. Unfortunately I didn’t read the book until after I had named my company…unknowingly falling into the “no-name trap!”

The Value of Values. In today’s economy the need to effectively communicate retailer’s value proposition to consumers is critical to maintain and grow revenue. However, the values I’m talking about here, go much deeper than a pricing strategy. I’m referring to the social principles or standards held by individuals or groups. How is this relevant to the grocery business? You’ll need to know to compete successfully.