creative insights
Target redefines value brands
image source: mypbrand.com
Target has gone and changed the game in what I have always seen as a bit of a mystery in the retail space—value brands. Their new up&up rebrand puts a new face on their typically bland value brand product line. This clean and modern rebrand instantly elevates the perceived quality of these products.
The interesting part of this rebrand, to me, is the potential to change consumers’ opinion on value brands across the board. If up&up stays perceived as a value brand, Target now has a substantial leg up. In a time where lots of consumers are actively seeking better prices and value, up&up now looks like a better quality brand priced at the same low price. Given the choice between this and any other similarly priced value brand, I would always choose the better presented up&up brand.
I look forward to seeing what kind of success Target sees with the re-brand—more interestingly if other value brands will follow suit.
See more pictures after the jump.
America’s Power Grid: Poised for Change
At CBD we have been talking a lot about the state of energy in America, and how technology is pionering a sweeping change in how people use/monitor/get/view just about everything.
NPR just released a really good interactive map that shows how we generate power in America and transmit it to consumers. The map shows our current electrical grid, where there’s solar and wind power available, a breakdown of each state’s power sources and numerous grid improvement proposals.
Priceless Impression
I recently received a promotional piece for photographer Jim Gallop from artist agent Jim Hanson. He handed me a plain brown outer box approximately 14×7. I opened it to find another box. This one was not so plain. This one was gorgeous. As I slipped off the full-bleed printed velum sleeve, my creative brain was just starting its journey. There were embossed headlines, gold foil type, great crossovers, beautifully shot photographs and a design to make the best among us envious.
Now for the interactive part.
Sliding the ends of the box opened a two-piece outer shell and reveals the contents within. Stunning photography of the old west, seen with a modern lens. There, nestled in two gold-rimmed recesses, were two decks of playing cards. Each thoughtfully crafted, and featuring great quotes. The playing cards themselves had the feeling of being right off the table of a poker game in the 1800’s. Printed on each of the aces were understated promotions for the photographer, the agent, the designers, Maverick Design and the printer, Carlson Print Group.
Smart is the New Black
There’s been a lot of ‘smart’ talk lately. I’m not talking about our new President who graduated with Magna Cum Laude Honors at Harvard Law School. I’m talking about Smart Grids, Smart Meters and Smart Appliances. What are these things and how are they going to turn us into smart people?
4.1.09: “Social networks are bad biz.” April Fool’s?
Okay, so yesterday’s Time.com story: “Facebook Takes a Dive: Why Social Networks Are Bad Businesses”
Let’s discuss.
1. Claim #1: Social Media Networks are not profitable businesses.
Old news. We know this. I hate to sound callous, but that’s not my problem. If FB doesn’t have the infrastructure to make money for itself, I feel a little BAD for FB maybe, but not enough to, I don’t know, stop using it for my OWN purposes. Nor will this knowledge make me tell others to stop using it for theirs.
2. Claim #2: You won’t make money placing non-targeted advertisements on Social Media Networks.
Non-targeted advertising is not the best idea? A financial services FB ad would lose a celebrity death match with it’s twin ad placed on AOL Finance. Point taken. Are we supposed to be surprised?
But let’s not confuse these listed cons with the pros that can be gained by USING social media networks properly, both as outreach vehicles for your brand and strategic ad placement opportunities. We are all witnessing the chameleon-like behavior of advertising. KFC? Potholes?
Facebooking at work = better employees? Study results
This speaks for itself. And I love what it’s saying.
(Clients: Imagine the implications for your creative brainstorming sessions.)
