By: Jake Fogg
In an apparent twist of events, it appears that the famous Walmart multimillion dollar slogan "Always Low Prices" in its internet domain name form AlwaysLowPrices.com, has been sold to its adversary, Target. Target recently commenced using the domain to direct would-be Walmart customer traffic to its own site, Target.com.
While this news has surprised many, it is likely that the original owner of the domain name, internet guru, Brad Morehouse, finally sold the name. According to a statement made by Mr. Morehouse back in 2005, Walmart tried to "strong-arm" him into giving up the domain name. However, in this David and Goliath story, Walmart never succeeded in taking the name as Mr. Morehouse used the "I Can" (ICANN) law to protect his property. Essentially, since Walmart did not register the trademark prior to Morehouse's purchase date, Walmart could do nothing more.
Other people with the "Always Low Prices" domain variants, such as ".net" and ".org" didn't fair so well. Walmart forced a blogger by the name of Kevin to discontinue using the domain name "AlwaysLowPrices.net" According to him, Walmart alleged that he was using the slogan to take business from the multi-billion dollar corporation.
Both Brad Morehouse and Walmart marketing executives were unavailable for comment.