April 21, 2013

The branding lesson of “Manatee gray.” Target’s blunder, or triumph?


The manatee, aka “sea cow,” is gentle and lovable. But … appropriate for branding a plus-size dress?

Recently, WGN radio asked us to discuss branding issues, starting with a Target stores’ mini-scandal. Imagine a plus-size dress labeled as “Manatee gray.” It’s worth a listen.

Our takeaway was not about Target’s unfortunate error, but their brilliant response. The interview also veered into other areas, including Acura’s inept model-naming, the Wii, and “the quicker picker-upper.”

Correcting a mistake is one of the best things you can do to build a brand story – don’t you agree?