Why Target Is Here to Stay

Ever so often you’re stuck watching a series of 30 second commercials between your favorite show, and just when you’re wishing they’d hurry up and finish, BOOM! one of them finally catches your attention.

cue Target’s “Target Everyday” commercial

If you have not seen it already, jump ahead below to view, or read the commentary so you “get it” prior to watching. Whichever floats your boat!

Aside from the colorful and playful scenes that elicit the slightest of smiles or the smallest of chuckles with the relatable and attention-catching scenes, there’s something awfully similar to all the words being displayed:

• Flambé

• Buffet

• Someday

• Replay

• Make Way

• Stowaway

• Ombré

We’ll stop here because by now you catch the rhythmic pattern. All the words end with ay. And why is that? Well, because the most budget savvy know that Target is really pronounced tar-jay.

When Target first came on the scene in 1962 it opened as a discount store. Since we’re a materialistic society that judges others on where they buy their clothes - and anything really - we imagine it was a shame at some point to say you were shopping at Target. Just as it’s an embarrassment for some to say they got xyz at Walmart.

After years of multiple acquisitions and mergers and expansions, Target has undoubtedly dominated the discount retail space and improved the quality of goods while still offering discount prices to a mass market.

Though the true origins of where the targé pronunciation came from are unknown, it was done to make Target seem fancier than it was at the time. It eventually caught on to all budget-conscious fashionistas, and those who like to dabble in high-low styling.

So why do we love this commercial? Because Target’s Marketing Department “gets it.” The most important part of marketing in our opinion, is branding. Does your brand show you listen to what your consumers are saying? Does it understand its position and strategize to capitalize on it?

Obviously Target does or they would have never decided to play on the fancy French pronunciation of their brand.

Why embrace something that was originally meant to diss the brand you say? Simply put, sometimes you just have to make lemonade out of lemons, and in this case it works!

Target is now known as one of the places to shop for trendy and stylish items whether it’s clothing or home decor. Your favorite bloggers shop there, and even top celebrities including supermodel Heidi Klum.

To reiterate the commercial’s intent for anyone who may have gotten caught up with the imagery, Target drops an ´over its logo at the very end.

Commercial Link: Target Everyday

Moral of the Post: no matter how small or big your company is, it’s important to focus on branding as it not only paints the picture of how consumers see you visually (logo, marks, name, etc.), the listening aspect also allows you to develop the strategy to connect with your audience and ultimately guide your company to the next level.

When’s the last time you listened to what people were saying about your brand?

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