A brand reading
Target.
Everyman Design democracy.
Target’s pitch is that the same aesthetic the wealthy buy at a design house is available, in a slightly different form, on aisle seven. The Everyman archetype rendered as a retail strategy.
The reading.
Everyman with a Jester counterweight, expressed.
- Character
- Everyman
- Drive
- Affinity, sameness, fellowship, inclusion, association.
- Fear
- Exclusion, animosity, standing out, disassociation, ostracism.
- Strategy
- Project relatability, common touch, and belonging to earn loyalty.
- Counterweight
- Jester
- Opportunity
- Discount retail was drab. Design-democracy was uncontested.
- Diagnostic
- Expressed
The Everyman as design democracy. Target sells access to taste without the price of status. The Jester counterweight is the brand’s lightness and wink.
Famous spot
Expect More. Pay Less., ongoing