Direct Selling: Strategy vs. Tactics
• Discount retailer Target is another example of a brand that gets it. Its entire strategy and positioning is built around “style and design.” It operates on the belief that good design and high style should be available to the masses. How does it execute this strategy? It’s partnered with designers like Michael Graves, Isaac Mizrahi and Mossimo to lend credibility to its brand. In addition to product design, it concentrates on package design, store signage, environmental graphics and advertising. Every place the consumer comes in contact with the Target brand is invested with style.
Smart strategy and brilliant execution: You need both to deliver a brand experience that people will notice, remember and, ultimately, want.
Brent Niemuth is creative director and brand evangelist for J. Schmid & Assoc., in Mission, Kan. You can reach him at firstname.lastname@example.org.