In this post, I talked about why it's vital to start your branding strategy with a strong mission statement to rally behind. About.com has an article with mission statements from several retail giants, and I thought it would be fun to do a little debating over whether we think these brands have lived up to their brand promise.
The first one up: Target.
Target's mission/vision statement is:
"Our mission is to make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less.® brand promise. To support our mission, we are guided by our commitments to great value, the community, diversity and the environment."
First up is value. I think Target delivers on value. Are they the lowest prices on the block? Not always. Walmart and other discounters can deal a price smackdown now and again. But where Target stands alone is innovation. They were the first big box retailer to partner with contemporary and progressive designers to create low-price versions of high-brow concepts. Michael Graves did their first line; now they work with Stella McCartney, Tucker, and Dwell Studio. They've also developed a food category, a higher-end boutique beauty section, and have an eco-friendly focus. Target wins on innovation, hands-down.
Exceptional guest experience is tough. Target is well-organized, bright, and usually clean. The checkers tend to be pretty nice, though the dressing rooms could really use some work. However, I vastly prefer shopping at Target to many other discount retailers. I like that they've partnered with Starbuck's. It gives them an edge. And I do think they're playing the "upscale experience for a downscale price" game solidly well. So I'd agree. Target is living up to their mission statement.
What do you think? Does Target live up to its mission statement in your experience?