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Background / Challenge:

Walmart was founded in 1962 by Sam Walton and opened its first store in Rogers, Arkansas. In 1999, we were retained to assist on two new innovations – the first, a private label brand to overarch a family of diabetes care products (incl. blood glucose and blood pressure monitors), stethoscopes, and rubber gloves. The second assignment centered on creating a new brand for a new, next generation, pharmacy operations system.


For the medical equipment brand, we created the name ‘ReliOn’ – an invented suggestive name that speaks to reliability and a brand customers could ‘rely on’. For the innovative pharmacy system, we recommended the name ‘Connexus’ to suggest a system that ’connects us’. Meanwhile, the ‘ux’ suffix implied a better user experience enabled by next-generation technology.


ReliOn has helped drive unnecessary healthcare costs out of the system and passed the savings along to its customers through the pharmacy aisles. Walmart estimates that it saves diabetes patients in the U.S. up to $60 million annually with its ReliOn brand of diabetes products. Meanwhile, Walmart’s Connexus pharmacy operations system has helped increase efficiency and expand growth.

In 2016, the Walmart pharmacy accounted for over $20B in revenues.


  • B2C
  • Brand Strategy
  • Brand Naming

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