Branding Opportunity or Ugly Concrete Posts? August 2, 2009

As Shareology was circling Target for the 14th time last week, she started to notice that Target may be unique in its ability to turn a 3 foot high red ball or concrete barrier at the store front into a branding statement:
Target and those 3 foot high red concrete balls at the store entrance

Target and those 3 foot high red concrete balls at the store entrance

How do other stores deal with store fronts and the need to protect the random driver from crashing into a very expensive entrance?  Let’s see how Best Buy, Sports Authority and Harley Davidson deal with the same issue.   Let’s see what branding opportunities are hits and which are misses.

Best Buy:  Ya think they park the car here for the sheer Branding Power of Geekness?

Best Buy: Ya think they park the car here for the sheer Branding Power of Geekness?

Further Away:  Looking Good

Lost Opportunity:  Where is the yellow and blue when it comes to concrete barriers?  Beige is bland, bland, bland....

Oops:   Why no beautiful blue or yellow carried through to the concrete barriers?   Like we’re not gonna notice them if they’re beige?

Let’s see how Best Buy’s neighbor handles the same challenge with a tad more integration:

The Black Posts repeat the shading of the Red Logo:  Yay!

The Black Posts repeat the shading of the Red Logo: Yay!

Looking Good!   Sports Authority is making its corporate colors work by repeating the shading color with the concrete barriers.   Didn’t we always say how important accessorizing is?

And the Winner Is!

And the Winner Is!

Shareology has to admit she was very pleasantly surprised how Harley Davidson in Eden Prairie, Minnesota handles the concrete column challenge.  They don’t!   Instead we have this garden wall.   (Don’t you always shop for your bike surrounded by flowers and garden walls?)  Hey, you’re not gonna drive your pickup through this concrete garden wall, trust me!  So function is served.   But on least a couple of occasions, Shareology has sauntered through this garden and the bikes for sale wondering if she shouldn’t consider another mode of transportation.  

So:   what do YOU think?  Target’s use of the 3 foot round red concrete balls on four corners of their lot, plus at the store entrances, is a strong and unique branding opportunity.  Or do you prefer the outdoor shopping environment Harley sets up in Eden Prairie?  Shareology wants to know!

Kay Roseland   @KayLoire


7 Responses to “Branding Opportunity or Ugly Concrete Posts?”

  1. Sini Ross Says:

    As a former Architect, the key mantra was Form follows Function. I personally like the simplicity of the round red balls…it sure beats over sized darts…they could have gone that route, that is what one of my professors, Gunter Ditmar, would have called the trendy “Big Idea”.

  2. kayroseland Says:

    Shareology always delights in comments from a former Xerox Thought Leader!

  3. Neal Kielar Says:

    Nice insights into a store design feature most of us would overlook. The images you post are always great.

  4. Brian Moore Says:

    I like your insight and attention to detail. I would have to agree with Sini Ross, Target could have went with a much less attractive element in front of their stores but they remain simplistic, innovative, and they still serve their purpose. Harley’s creation is a little fortified and that takes away from the store itself. I don’t think that is ever a good idea. Although I believe that I understand their intentions for a natural experience for the customer it’s just screams “please don’t hit me or I may never recover”. Given the examples of your discussion I am going to go with Target, after-all my wife is a manager! Thanks that was fun = )

  5. […] Branding Opportunity or Ugly Concrete Posts? August 2009 5 comments 4 […]

  6. […] Branding Opportunity or Ugly Concrete Posts?  […]

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