Framebridge and Target: A Lesson in Online Brand Positioning

Framebridge and Target: A Lesson in Online Brand Positioning

Framebridge has already disrupted the conventional picture framing business with its affordable, quick, online framing service. They’re not stopping there. To reach more customers, the site has announced a new partnership with Target, creating an exclusive collection and microsite for Target customers.

This is a smart brand extension for a company that’s established interesting partnerships to increase brand awareness You can already purchase art, framed and curated by Framebridge, from CB2. Parents of young kids may purchase a print from the exclusive Penguin Books collection of framed book covers on the Framebridge site.

There’s a lot to love here about Framebridge’s latest innovation with Target, a company well-known for shining its big red spotlight on niche online-only retailers.


From a merchandising perspective, they’ve distanced themselves from the types of cheesy ready-framed “art” prints for sale at every mall in the U.S. through carefully curated partnerships. Bravo.

Increasing Brand Awareness

Secondly, they’re leveraging third-party seller relationships that reinforce their brand. A casual shopper looking for low-cost frames on Target may not have heard of this custom framing alternative, until now that is.

Reaching the Right Demographics

Target and CB2 have the kind of hip, cost-conscious customers that are interested in equal parts quality and convenience. Framebridge isn’t just partnering with any third-party. They are partnering with online retailers that have a natural fit for their future success.

Growing Brand Reach

These partnerships do not cannibalize their own platform. Yes, it expands their brand reach through well-established retailers, but these products don’t replicate the custom framing services they continue to sell on their home site.

Online Retail is Surging: This is How to Keep Up

Today, experts estimated that online revenue will surpass $1 trillion in 10 years. While it may be too late for you to come up with a disruptive business model (like, say, redefining the custom framing business) you can certainly follow Framebridge’s lead by looking for creative and fresh ways of getting your brand in front of new eyeballs online.

Embrace data measurement like you haven’t ever before (if you haven’t done that yet). You have to see the online world through your customer's’ eyes or you’ll never get a good picture of how to improve it. Now that there are tools to monitor your competitors online, fold that protocol into your marketing practices ASAP.  

After you measure: make your content do the work for you. Your content must tell a product story. Product pages need to put the most important features and differentiators at the top of the page. Your listings are your salespeople of the 21st century. No matter where retail goes: that isn’t going to change any time soon.

Who are YOUR best potential online partnerships? How can you innovate your products to appeal to a larger omnichannel seller like Target? If it’s not possible this year: how quickly could you get something online for 2018?

Final Thoughts

Before you get overwhelmed at just HOW much you should reinvent the wheel, keep this in mind: it’s ALL retail. Since when have brands NOT had to innovate? In what era did retailers ignore the needs and changing tastes of their customers?

No consumer brand ever got ahead, or stayed alive, by standing still. Internet speed, of course, is different. It’s more aggressive, it’s by all means faster, and it needs constant monitoring. Online competition is thick, but so is the potential. There is enough room out there for brands and sellers who are willing to work quickly and creatively to find new and interesting ways of finding their buyers.


Content Analytics can help your brand thrive in eCommerce. Get started today by scheduling a quick demo of our platform and services.

Click Here To Schedule a Free Demo

Get Updates in Your Inbox

Recent Posts