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Is Target losing its bullseye?
May 19th, 2009, 4:29 pm · 11 Comments · posted by Mary Ann Milbourn
Target Corp. is about to drop its distinctive red-and-white bullseye logo from its store brand packaging, reports Reuters.
Kathee Tesija, Target’s executive vice president of merchandising, told Reuters the company will adopt a big colorful arrow on a white background that says “up & up” for its sunscreen, tissues, diapers and other store brand items.
The new look will help Target’s store brand items stand out on the shelf, she says.
Read the full Reuters story HERE.
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I’m not sure they really thought this through - when I hear “up & up” it makes me think of higher prices. What is that even supposed to mean?
Another Ivy League ego changing something that does not need changing. This will not help, if anything, it will create confusion amongst the customer base. The Target logo is just that, a “Target”, not an up and down arrow. Top management has always got to keep a tight grip on the creative types, hence the arrow weirdness.
Up and up? To me that mean the prices will be going up and up! Not good. Target and the bullseye are synonymous. If I saw that on the shelves I would think it was a new brand, not the store brand.
That’s a really stupid business strategy as far as I am concerned. They will probably lose business because of it also.
My motto: Don’t fix what’s not broken.
I have seen the new arrow advertising, I thought it was a new product they were selling, never thought in a million years it would be the new Target logo.
This will be used as a case study in business schools for decades to come. The biggest challenge for a firm is to find a readily identifiable logo and have it hit big. It is simple, and immediately identifies the company. An Arrow? Is your company called “Arrow?”
Up up up? Colassal stupidity at work here.