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June 14, 2004

From Teapots to Toilet Brushes - TARGET

As much as I may hate to admit it, I, like Oprah, love Target. What a store. What a brand. They are a terrific example of a Best of Both play. They took the KMart category and made it cool and hip, while still being for everyone. How did they do it? I think they did it by paying attention to every element of their brand. From their simple cake and eat it too promise and positioning (expect more, pay less) to their imagery in all their communications (from the power of the red bullseye - as simple and uniform as the Nike swoosh - to their cool billboards). But above all they paid attention to one specific dimension - their product selection and in particular, it's design. Their stuff is cool. Period. For example, one of their top designers is a huge name, Michael Graves. He has done all kinds of terrific things. But one, particularly illustrative item is his bird teapot from Alessi. Which runs around $129. Nice, we had one. Well now, Target has a teapot from Michael Graves. And honestly, it's pretty darn cool. Oh yeah, and did I mention? It's 30 bucks. We just ordered one. And they don't stop there. They have a whole line of affordable, strangely lovely household items by Graves, including... a toilet brush. You're right Oprah. Target is terrific.

Posted by johnza at June 14, 2004 09:05 PM

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Posted by: peterb at August 18, 2005 01:17 PM

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