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LIGHTWITHOUTLIMITS

NEWS FROM TARGETTI PEOPLE

Quality beyondthe logo

by Paolo Targetti
2 In the beginning was the product – thespontaneous voice of a company, a con- crete demonstration of its values and quali- ties. Then the product became the brand, and made a crucial transition: the promo- tion of single item made room for a marke- ting strategy based on image recognition. And the brand followed the consumers, reassuring them, supporting them in deci- sion making with a secure identification of the product and the company. In the global era we witnessed the transfor- mation of the brand concept that has become aseptic and an international logo, an aggressive marketing vehicle that impo- ses and does not suggest. It forces the creation of lifestyles and vehicles consumer choices. It sidetracks the market’s natural laws and satisfies the demands that it crea- tes. Subliminal message, uncontrollable desire. The Targetti philosophy is based on a new interpretation of the brand concept: a return to the values that the brand sub- tends, repositioning it in an appropriate functional framework that once again, and indeed, makes it a marketing vehicle, but mainly an element of quality. We could shout, “No logo!” In the sense that we reject a logo that precedes, crus- hes and hides the product. Targetti creates light. Before becoming a brand we are a company with seventyfive years of expe- rience in the industry and a strong, primary product. The accent in our work is always on light. And our love of light willingly hides its source, making it the absolute and undi- sputed protagonist. Results before the logo. INTRO THE STORES, AWARMNESTOF LIGHT INTERVIEW LIGHT... AFUNDAMENTALELEMENTTO SPACE PERCEPTION FOCUS THE MAIN MERCHANDISINGTRENDS IN RETAILING TODAY
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16 PRODUCTS NEWS 2003 ART THE TLACATCHELSEAARTMUSEUM
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