Scores of brands talk about the theory of iteration, “test-and-learn”, and “failing forward”.
But Rick Gomez, evp/chief marketing and digital officer of Target Corp., took the rare step of providing some tangible examples of how admitting – and correcting – such missteps helped the retailer achieve a rapid-fire brand makeover.
And he offered delegates at the Association of National Advertisers’ (ANA) 2019 Masters of Marketing Conference three course corrections that have refocused its strategy:
- Correcting a Flawed Loyalty Program
- Rebuilding Community Engagement
- Proliferation of Target-Owned Brands
These fixes were vital to Target’s overall health and performance, “because our brand DNA...