Question: Can you dilute your brand by giving/sponsoring too much?
Situation: The new MN Twins stadium will be called Target Field.
Why Bring This Up: Target Field (and Target Plaza) will be exactly one block from the Target Center. While many Minneapolitans love Target, we’ve also voiced concerns over mega-Minneapolis companies like Northwest (or NorthWORST, good luck Delta). Could this be more bulls-eye than our bodies have room for?Charitable giving is part of Target’s differentiation strategy and they also are big fans of the arts and sponsor free nights/days at The Walker and MoMA. But if the Target brand overruns Minneapolis, can it take away from brand strength? I’m going to Target Center, or wait, was it at Target Field? Or are we going to start referring to the entire warehouse district as the Target District?
Other top MN companies that would've been nice to see: Land O’ Lakes, Medtronic, General Mills, or Best Buy
I'm feeling OK about the Target Field decision right now, but it definitely has had me thinking. People are talking have have mixed ideas about the name. What do you think?
2 comments:
I like that they choose a Mpls based company, but they may as well call it "Targetapolis." I too would have liked to see another Minnesota brand get in on the action. But then again, these things cost mega bucks, and not everyone has the resources. And we Minnesotans love our TARGET!
FYI to this: Today we found out that the new sponsor of the Holidazzle holiday parade that is so famous on Nicolett (or infamous for crowding the skyways) is.... TARGET.
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