If I asked you what color Target “owned”, I’ll bet that most of you could say red. It’s the signature color of their bullseye logo, shopping carts, clerks’ attire and packaging.

A few weeks ago, the Target flyer appeared in the paper using blue (as in Walmart blue!) instead. Then there was green, followed by orange and now a gray. It makes no sense to me.

When I was working on a campus, people would often get tired of using — and reusing — the school colors. They would want to “mix it up” and interject a new color in the palette. Bad idea. If you have a color that seems to be everywhere, take it as a sign that your branding is working, not in need of a refresh. If they’re not seeing red, I think Target is missing its mark by using anything else.

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About the Author leadership dots by dr. beth triplett

Dr. beth triplett is the owner of leadership dots, offering coaching, training and consulting for new supervisors. She also shares daily lessons on her leadershipdots blog. Her work is based on the leadership dots philosophy that change happens through the intentional connecting of small steps in the short term to the big picture in the long term.

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