Retail giant Target is fighting back against a difficult economy by ramping up its spending. Specifically, on new labels, new signage, new advertising, new slogans, new logos, new web ads, new mailers, etc. (yes, all the stuff we love to do). An entirely new brand for its own brand of products, now called: Up & Up.
This is exciting. It demonstrates that the businesses who will survive the trials of a recession are those who are willing to do what it takes to get noticed and always stand out from the crowd.
Here’s a quote from John Quelch, found on “Working Knowledge,” the Harvard Business School blog:
“This is not the time to cut advertising. It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.”
I quite like the direction Target has taken. I like the implication of “looking up,” the new tag lines, and the natural connection between the arrow and the original target.
The only thing I find difficult to understand is why Target didn’t come to us for help with this project. Onward and upward!