By combining the online channels of Wireless, Seasons and Signals catalogs, Target Corp. serves up a streamlined shopping experience

By Allison Eckel

Mike Moroz, general manager of the Catalog Group for target.direct, notes, “There’s a lot of equity built into the individual brands. Possibly undermining that with a new brand is something we wrestled with through the entire project.”

Ladner says they looked for a name that wouldn’t stand in the way of its strong base brands. She explains, “Wireless, Seasons and Signals have distinct personalities, and we didn’t want something that would be in conflict with those. We also wanted something that, down the road, could be expanded. So our idea of GiftCatalog.com was to never make it the primary brand. ... It’s more of an ‘eyebrow’ above the brands.”