The Meaning and Enduring Legacy of Target‘s Iconic "Expect …

Aug 19, 2024 · As Chief Marketing Officer of retail giant Target Corporation from 1994 to 2004, I witnessed first-hand the power of our seven-word slogan in shaping Target‘s brand image and …

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FAQs about The Meaning and Enduring Legacy of Target‘s Iconic "Expect … Coupon?

What does the slogan 'expect more & pay less' mean?

In every aspect of life, the slogan “Expect More, Pay Less” is a reminder of Target’s commitment to exceed expectations. The longevity and success of Target’s slogan serve as a testament to its effectiveness, acting as a beacon of brand awareness that has permeated borders, reaching beyond the United States to the United Kingdom and beyond. ...

Why did target choose 'expect more & pay less'?

According to a 1994 press release, Target was focused on evolving with the times while staying true to its core value of providing quality merchandise at affordable prices. Ultimately, “Expect More. Pay Less” was chosen out of over 200 different options considered. Target felt this slogan best encapsulated its brand promise. ...

Is target a 'pay less' brand?

Own brands – In-house brands like Good & Gather, Threshold, and Universal Thread cost less than big name counterparts. On average, Target‘s own brands are 20-30% cheaper than comparable name brand items. Target doesn‘t just use this slogan in its marketing – it puts "Expect More. Pay Less" into practice across stores through: ...

What is target's 'expect more pay less' slogan?

Deconstructing Target‘s Brilliant Slogan: "Expect More. Pay Less." As a savvy shopper and student of the retail industry, I‘ve long been fascinated by Target‘s iconic slogan: "Expect More. Pay Less." This deceptively simple phrase perfectly encapsulates Target‘s brand identity and unique value proposition. ...

What does 'pay less' mean in Target Target's new ad campaign?

Pay less.' slogan Cara Sylvester, chief marketing and digital officer of Target, discusses the banner's new ad campaign. Target Target is unveiling a new brand campaign tomorrow under the tagline “What we value most shouldn’t cost more.” The new tagline is a sentiment that perfectly aligns with the banner’s brand promise “Expect More. ...

What does 'expect more' mean at Target?

The "Expect More" half of the slogan signals that Target isn‘t just another generic discount retailer – it promises a superior shopping experience with great products and service. However, the "Pay Less" part assures price-conscious shoppers that they can still get great deals at Target. ...