I'm delighted to be guest editing Branded Arts Review this month, which critiques innovative projects that infiltrate popular culture, yet were created and funded by brands.
For my first post, I've written about Target.
When you think of Target, you probably think of its bullseye logo and the cheap clothes, kitchen appliances, tea towels, garden rakes and underpants that are sold from its gigantic superstores.
So what was Target doing last week at South by Southwest (SXSW) in Austin, Texas, the world’s über-cool barometer of innovation and a breeding ground for the likes of Twitter?
And what was Target doing at TED’s Long Beach, California conference a couple of weeks earlier?
Was it a stroke of sponsorship genius? Or is Target skewing oddly off course, forgetting it is not in fact a start-up tech company, but a discount retailer?
You can read my critique here
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