The True Value names conjures a lot of images that people remember from their youth. They remember going into these stores to find the things they needed, and they remember how easy it was to shop there because the stores were merchandised in a simple manner. It is that old hardware store feel that Kenneth Goodgame wants to keep alive, and he is trying to make sure that the company still has that look when he has new customers come in. He has done a lot of work to be sure that people will get the results they need, and he wants them to feel comfortable once they pass through the door.
The people that come into these stores are having an experience that Kenneth Goodgame put together for them, and he has made sure that all the stores look the same. It is a nice piece of consistency that people are loving when they are shopping, and it makes them want to come back to True Value in the future. It is also a place where they can bring their kids because it is such a nice place for them to visit. It gives them a chance to feel like they are going back in time, and they can still buy the modern things they need.
Kenneth Goodgame is a marketing and merchandising guru who has proven that he company is the only one that can offer this experience. He wants to be sure that all the people who are coming to see his stores get that same warm feeling when they come in, and he wants to keep that up with the modern tools they need to buy. He is able to make the True Value name mean something beyond what people are used to, and he has succeeded in changing their image.