More than a car, an experience.

Tesla, Inc. is an American car and energy company founded in 2003 by 2 engineers. Originally founded as an automotive company, focused on electric vehicles, over time Tesla has come to offer solar energy products as well as electric and powertrain components for other car companies. 

It’s clear from the design, look, and feel Tesla offers a premium product at a premium price. An aspirational brand from its founding, Tesla positioned itself as a luxury electric vehicle in stark contrast to its early competitors like Chevy Volt and Toyota Prius. 
They have successfully differentiated themselves in the luxury vehicle space because they are electric, and in the electric car space because they are luxury. I call that a win win.

In differentiating themselves in the electric car space, we find that their cars are more quality, jam packed with luxury features like hands-free driving, the large Ipad like dash, and also offer a longer driving range than all other electric vehicles. 

In addition to the car itself being premium, the customer experience is unique and high level as well.  For example: Tesla offers special designated parking sections in large parking lots that feature great lighting, Tesla branding, and usually close proximity to a door. Talk about making Tesla drivers feel special! 

Finally, to further the premium experience for Tesla, they do not sell their cars in traditional show rooms. Instead, they sell their cars online, where new models often sell out or require a long wait time, and in company own showrooms sometimes inside shopping malls where they able to really control the narrative.

Overall, Tesla has done an incredible job of carving a niche in the market, and holding on to that popularity even with the rise of other luxury electric vehicles. The appeal of the Tesla is easy to see in its design, purchasing experience and throughout the lifetime of vehicle ownership. 

It doesn’t hurt that the company’s CEO is an outspoken proponent for crazy and life changing ideas! Who wouldn’t want to align with that. I would!

There's a new Target opening. I'll consider it a late birthday gift.

By Ashlee Lawson

If you know me, you know how emotionally invested I am in Target. Most specifically their brick and mortar locations across the country.

When I need toiletries. Target.

When I need groceries. Target.

When I need a little retail therapy, I go into my nearest Target and walk out with all types of things I absolutely don’t need. But, boy do I feel better.

Right now, there are two target options in my area. Both of which are at least a twenty minute drive. More recently, I’ve settled on the location that is outside the city, but has a parking lot that makes going in and out pretty easy.

About a year ago, it was announced that a Target store would be opening less than a mile from my office. Next week, it finally opens and I literally don’t know what to do with myself. My favorite store is literally at an arm’s reach, and my Husband is in trouble!

With the opening of the new store, I’ve been doing some thinking about WHY and HOW a store can make me feel this way and I think it has a lot to do with their brand identity.

For as long as I can remember, Target has successfully positioned itself as a retailer that offers a premium experience at an affordable price tag. More than you can say about other big box discount stores. As you might imagine, that makes a lot of people happy, that keeps a lot of people coming back. 

In addition to competitive pricing, there are few things that compare to the experience of shopping at Target, whether in store or online. The bright and crisp aisles, the cleanliness and organization of the stores, the careful curation of brands that they carry all lend themselves to a consistently pleasant experience. And the red color of the logo, decor and design, employee polos, and carts catches you every time and likely leads to lots of impulse buys.

With Target, I’ve found that their ads and experience resonates so well with me because it’s relatable. Their tone of voice is relatable. This especially shines through in their television ads where everyone is always happy and feeling good.

The bullseye logo, couldn’t be more appropriate in terms of a brand symbol. The bulls eye literally marks the spot every time. Even for things I didn’t know I needed until I set foot into the store.

One thing is for sure, Target has somehow found a way to deliver on their promise. In store and online. Through campaigns and collaborations with popular brands. Target’s brand story is one that makes me feel like I can trust them. Like I am connected the stores, and the products they sell from groceries to mascara, from batteries to picture frames, will add value to my life no matter what it is.

I, for one, will continue to test them this theory and this new store opening only makes it that much easier Expect more. Pay less.

See you at the bullseye.

Written for: UTC Brand Management - Ongoing Project, Module 3