From Target to Tar-jay

12 Apr

Live is a moving target. Cliche? Not if you’re referring to the fourth largest general retailer in the US, Target.  With over 1,740 stores nationwide Target is the second discounter behind Wal-Mart. What is the key to Target’s success? What did Target do right that many others have attempted to do, and failed? http://www.adbrands.net/us/target_us.htm

One of the keys to Target success, is the iconic logo. In 1962,after 200 names attempted, and in a swarm of red and white inspiration, the family department store chain Dayton’s changed their name to Target. “As a marksman’s goal is to his the bulls-eye, the new store would do much the same in terms of retail goods, services, commitment to the community, price value and overall experience.”

In 1968 the old Target logo got a streamlined makover into the one we are all familiar with today, one solid cirlce surrounding a black dot. Finally in 1994, we were introduced to the line, “Expect more, pay less.” A promise reflecting the unique retail experience at Target.  In 2009 Target announced that it was partnering with two advertising agencies, BBDO North America, New York, and Wieden+Kennedy, Portland, Ore. The agencies will provide strategic marketing and creative support on select brand projects. http://news.target.com/phoenix.zhtml?c=196187&p=irol-newsArticle&ID=813817

Target seems to have gotten it right. Clever ads, and a classy logo.  Why go to Target? Why not Wal-Mart, or K-Mart, or one of its competitors. Target is an image. Target personifies style, in everything it sells, and in the way it sells everything.

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