For Todd Waterbury, chief creative officer at retail giant Target, a brand is grounded in more than a mission statement or a schematic of colors and typography that combine in a formal design standard.
A brand, in Waterbury’s reading, is the very soul of a product or service that finds its strength in consumer understanding and engagement.
Consequently, he is unwilling to outsource the stewardship of such an invaluable asset. Primary responsibility for this task instead rests with Target’s in-house creative agency of more than 300 people based in Minneapolis and New York in the United States, as well as Bangalore...