A brand reading
Target.
Everyman Design democracy.
Target’s pitch is that the same Architectural Digest aesthetic the wealthy buy at Restoration Hardware is available, in a slightly different form, on aisle seven. The Everyman archetype rendered as a retail strategy.
The five-layer reading.
- 01 Motivation
- Everyman. Design democracy.
- 02 Mind
- ESFJ
- 03 Temperament
- Sanguine
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Inclusive, design-conscious, friendly. The brand sells access to taste without status.
Famous spot
Expect More. Pay Less., ongoing