Let’s first ask the question, ” What Is A Brand?”.
It’s not a Logo , it’s not a Name….a brand is a series of expectations that people have of your product or service, based on the promises you’ve made.
Using that as the definition of a brand, answering the question of what happened to Target’s Brand in Canada, it was broken from the moment they opened their doors. They didn’t keep their promises, lower prices, more selection, and so on.
They broke their promises, and now they are closing 133 stores in Canada….why? Because you didn’t trust them when they said they would make good on their promises. You had a bad experience with Target Canada.
So what’s your businesses Brand? Have you gone the traditional Industrial Age way of thinking, where your brand is a logo or a name, and don’t really care, or have you decided to give your market positive experiences, based on the promises you kept, reflecting how much you do care. The later is the new connected business model, it’s open & it’s free….The Open & Free Business Model.