Thursday, July 1

Giada De Laurentiis for Target


I've been a big fan of Target since the beginning. I remember working with them in the early '90s when I was at Johnson & Johnson. The company was just starting up in the mid-west and I knew they were onto something. But who knew, really, that they would become such a strong, consistent brand with such a compelling promise and personality.

Through the years, they've developed that brand through smart alliances with other brands to create amazing, affordable designs across many of their categories: fashion, home, appliances, beauty. Michael Graves, Isaac Mizrahi, Thomas O'Brien.

One of their latest moves is a strategic melding of brand equities that I just have to acknowledge. Giada De Laurentiis for Target. Talk about another powerful brand with a compelling promise and personality! Like retail stores, there's no shortage of celebrity chefs these days. But Giada is unique, and has developed a big following for her brand of tv shows, videos, books, and products.

She brings her "chef-ness" to Target with a new line of cookware, kitchen accessories, and even food that aligns perfectly with the Target essence without losing any of her own. Beautifully packaged, and of course expertly designed. We'd expect no less. Actually, officially, I think it's "Expect More. Pay Less."!

The advertising and the website are SO Giada, yet very Target. Wonderfully shot with interesting angles, with a website that compliments and showcases the breadth of the line. You have to check out the online videos on the Giada section of Target.com. Easy to watch, that's for sure.

Right when Target is trying to develop its grocery business. Hmmm. Good timing :)

What's your experience? Jim.

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