The Brand is Just the Beginning

  • Room: Ballroom B
  • Session Number: WD4
Wednesday, May 02, 2018: 4:15 PM - 5:00 PM


Scott Swartz
Vice President
Target Creative


Today a brand needs to stand out as more than just a label or a logo on the package. A brand needs to be relevant, experiential and inclusive in a way that creates a connection with the intended audience. When access is the new normal, new brands have to work harder and faster to create an engaged following.

This session will focus on what it takes for Target to create more than 12 exclusive brands in less than 2 years. It starts with a name and ends with connected experiences. When you can get anything anywhere, how can a new brand make someone chose Target?


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