Post # 4: Think Different

In this day and age, marketing is everywhere, from logos on water bottles to advertisements on blog pages.  Consumers are beginning to become numb to these advertising efforts, and standard marketing tactics are moving toward obsolescence.  Because of this shift in the marketing industry, commercials that highlight brands rather than products are increasing in popularity.

Modern consumers want to showcase their individuality and celebrate their ability to express themselves through social media platforms. Advertisements and marketing campaigns that build upon this idea are particularly effective.  To reflect this, Apple recently revamped commercial from 1997 in memorial of Steve Jobs.  The commercial features black and white footage of rebellious icons such as Albert Einstein, Martin Luther King, Jr., Pablo Picasso, and John Lennon.  Richard Dreyfuss narrates:

“Here’s to the crazy ones: the misfits; the rebels; troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”

The advertisement does not mention any Apple products or comparisons to other brands.  There is little indication of the brand behind the commercial at all. At the end of the ad, “Think different” appears in writing, and Apple’s rainbow logo silently appears above the text before the commercial fades to black.  This subtle indication of the brand behind the message is powerful because it shows consumers the mindset behind the brand.

The Steve Jobs version of the Think Different commercial is virtually the same as the original.  This commercial never aired on television, but it was made available online after the death of the CEO.  These commercials cover a wide demographic, which encompasses ages 7 and up.  The ad tells a compelling story, which is relevant to every individual.  The target market is not exclusive to tech-savvy people, because it communicates Apple’s brand mentality rather than focusing on products.  Apple is extremely clear about how the corporation wants to be perceived by customers.  This commercial shows consumers that the brand is relatable, accepting, rebellious, and full of vitality.  The ad communicates that the brand is a cut above competitors because it recognizes the importance of individual differences.

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Post #3: Target’s Creative Strategy

During a time when only the most innovative ideas catch consumers’ attention, a perfected creative strategy is essential.  Target is constantly marketing to consumers to promote brand recognition and customer loyalty.  Target must compete against other superstores- namely, Walmart, as well as specialty stores such as IKEA, department stores, and grocery stores.

In order to retain a competitive edge in the retail industry, Target must market to a wide demographic.  By employing a well-developed creative strategy, Target maintains its reputation for affordable, everyday products with a touch of luxury.

Target’s Mission Statement embodies this notion:

“Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.® brand promise.”

From Target’s television advertisements and online interface to the in-store experience, design is at the heart of the corporation’s creative strategy.  The corporation has long been recognized for its bold red bullseye logo, and this central concept has filtered into the in-store shopping experience.

As technology continues to evolve, Target has adapted by creating design-minded television advertisements, websites, and brightly colored, streamlined mobile applications.  To further compete in a tech-savvy marketplace, Target now offers online-only brands.  These exclusive offers urge consumers to experience Target’s strong online presence and utilize mobile applications.  In order to captivate the attention of consumers, Target has formed numerous strategic partnerships.  Within the past year, some partnerships have included:

These high-end partnerships boost Target’s image and help create a niche market for design-minded consumers of all income levels.

Recently, the grocery sections in Target stores have undergone a layout redesign.  To promote this change and increase grocery sales, Target created an all-new television ad campaign.

In addition to grocery sales, this ad campaign seeks to improve consumers’ perception of everyday items purchased at Target.  These “Everyday Collection” commercials feature Target’s red and white color palette through an all-white set and bright red lipstick on each model.  The sleek set design of these commercials paired a stand-out model validates the customers’ decision to purchase everyday products from Target.

To learn about these commercials and more, Target invites consumers behind-the-scenes via the online magazine A Bullseye View.  This website features published design content with sections including Entertainment, Design & Style, Food, Community, and Business.  It also features additional access to design inspiration, which showcases designer partnerships and offers extra decorating tips with Target products.  Readers have free access to these articles, plus photos and videos from partnerships and advertising shoots, which link back to Target’s website for shopping.

Target has mastered the effective creative strategy.  The corporation’s red and white color scheme is featured across media platforms, from its bullseye logo to the in-store displays.  This design-orientated marketing strategy creates a specific perception of the brand, which elevates everyday products to a luxurious buying experience.  The corporation’s online accessibility mirrors its mission of exceptional experience and  excellent value.