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Behind the Bullseye No.2: Brand to Brand Mayhem

A Target Corporation bank note. Interesting…

I’m back from hiatus and I’m going to continue where I left off with Behind the Bullseye. People are much like brands in that we have our own personal reputations to uphold. Sometimes pretentiousness can be unshakable no matter how subtle. Have you ever gone somewhere and felt suddenly that you shouldn’t have been there to begin with– not because you didn’t belong, but because you couldn’t personally justify it? Certain decades old high fashion designers felt just the same about their brands being sold at Target– a discount store. Did Target go behind the bullseye or behind their backs?

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Kia: Korean or other Wie’s?

In the couple of weeks leading up to spring break, I was given the task of repositioning Kia for a portfolio (class) assignment. We first had to write a letter selling our idea (to the CEO… professor) and then follow that up with some print executions. I think the only rule is that we weren’t allowed to position on price– someone else can always undercut so it’s not a true position.

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The Shack…

batteries...

Radio Shack is one of those brands that makes me wonder how it’s still around. I’ve never purchased anything from there that lasted more than two years. Before I found a better option, I was using earbuds that required a converter to work with my phone– a converter sold only at Radio Shack. I’ve had the phone two and a half years now and I’ve been through several converters. I tried to get a coverage plan for it and they wouldn’t play ball. The clerk told me quite honestly, “We know it’s cheap. Sorry.” It’s not unusual to pick up a random item and find that it has been resealed after someone returned it. No matter the location, sales associates are indifferent when I tell them about my converter troubles. I think Radio Shack is struggling to distinguish itself these days.

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Target: Behind the Bullseye

Recently, I saw a Target documentary titled “Behind the Bullseye” a couple of days ago on CNBC and it explained how the brand has become such a power player amidst the ever changing economy. I posted about Target’s Black Friday campaign not too long ago. Watching the brand’s evolution from alternative discounter to national superstore, one has to wonder how it was possible. Target created a PR spin on discounted goods. People who could afford to, were in love with the shopping experience of an upscale department store. From intricate fixtures to elegant displays, it was very much an “in the moment” sort of thing. Think of retail therapy. Target took the approach that people with less money wanted good quality items as well. The trick was to convince people with more money that they weren’t getting an inferior product because they are predisposed to perceived value. I’ve heard a saying that goes like this, “It’s not how much you earn, but how much you save.” Target made it hip to be thrifty. As it gets harder to squeeze a dollar, consumers have lowered their guard against discounters. It’s hard to deprogram the mentality that, “if something costs more it must be worth more.” Right? We live in a consumerist society and given the shaky economy many backs are against the wall.

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Shape-up for the New Year with Skechers

I don’t think there were any knockout holiday spots this year. There was some singing, dancing, and shopping, but nothing too memorable (at least not for me) until I saw this Skechers ad. This spot is clever in that it’s positioned for everyone. Getting your wife or significant other a treadmill, or any piece of workout equipment for that matter, as a holiday gift is like admitting she has a fault that you would like fixed. Although some would appreciate it, women generally don’t want to hear that especially not around this time. It’s like getting your mom a toaster and then asking her to make you some toast.

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Nikon Pour L’homme?

This certainly isn’t a vintage ad, but it’s older than you may think. Personally, I can never get enough of those earth tones. Not to mention it’s a beautiful shot. It has an air of sophistication about it. I dig the subtlety of the type. I actually used a similar concept for my first art direction project. The Nuvis S looks like cologne. I made a bag that looked like perfume. I suppose that’s why this ad just jumped out at me.

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