When I was in Minneapolis, I, like many other visitors, was entranced by watching a light show that revolved around the top of a building.  The night we watched featured an aquarium full of animated multi-colored fish.  Apparently it also changes to reflect holidays, sporting events and the seasons.  It was quite entertaining.

I imagine that the technology to display it did not come cheaply, so I was surprised that it had no identifying information on any of the displays or on the building.  I asked my sister (who lives there) about the owner, but even she did not know.  Finally, I asked at the hotel and learned that it is the Target Corporation World Headquarters. Of course. It’s a great way for Target to live out their “expect more” brand — if only they would connect themselves to it.

It seems to be a missed opportunity that they don’t include a subtle bullseye every few rotations.  They manage to weave their logo into gift cards without distracting from the aesthetic or design value of them; couldn’t they do the same on their electronic display?

Think about what you have in your organization that could become a distinguishing marquee for yourself.  Do you have a prominent window, side of a building, mobile vehicle or boulevard that could proclaim your brand while adding to the aesthetics of the area?
And take a look around. Is your logo on display where you already have a presence (on t-shirts of community volunteers, on your service outlets or at your partnership locations)?  If you don’t tell your story, who will?

— beth triplett

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