How does a brand survive 150 billion negative media impressions?
It helps if you stay “On Target.”
Target, the ubiquitous retailer, has a simple brand promise: Expect More. Pay Less.®
As a result of the recent data breaches, Target’s brand took a serious hit.
“We had two choices: surrender or fight,” say Jeff Jones, CMO of Target.
At the recent ANA conference, Jones acknowledged that the data breach was a wake-up call to get the company and the executive team aligned around an agenda of positive change.
“Never let your brand promise simply become a tag line.”
How about your organization? Is your tagline just a tagline? Or is it a brand promise?
SHIFTPOINTS® helps companies unleash the accelerating power of alignment.