Friday, October 19, 2012

Capitalize on the Content Others Neglect

Target has offered nearly two thousand design options for its gift cards.

And as a result, they’re more just plain piece of plastic, they’re symbols of smart design, badges of technological innovation, high touch collector’s items, engaging social objects, artifacts of the holiday season, collaborative employee projects, exemplars of corporate sustainability, patented parts of the company brand, even some cards are presents in themselves, offering the shoppers entertainment, candy, games, sound, interactivity and personalized messages.

Not to mention, the cards have no expiration dates or finance charges.

Bravo.

Target sees value in the discarded. No pun intended. They capitalize on the content others neglect, make the mundane memorable, spot opportunities overlooked by their rivals, fall in love with what other companies are turned off by, specialize in an experience most companies take for granted, and fueled by the very things most companies fear, they make something cool that engages the world.

I wonder how you could swipe that idea for your organization.