Target & The Need For Differentiation
Target’s old CEO is out and is replaced with its old COO. He has an aggressive agenda
to continue the brand's legacy. Target has a dilemma. Once a clearly differentiated brand, it has now fallen victim into an unknown identity. It finds itself in the muddled mix between Walmart, grocery stores, and other big box retailers. What was once a brand that people warmly referred to as “my target” has now become a hub for controversy, outdated brand partnership strategies, and lack of essentials. Target is at a point where it needs to clearly stand out from the competition and one way it can do that is through strategic initiatives that clearly help the brand stand out.