The brand name of a company is it’s most essential weapon in the competitive world market. It is used to differentiate firms from the competition and to inform customers of their goals. A successful company must not only have a strong brand name but also a consistent value proposition. Within Sahir Shivj’s blog post “Target Canada Making a Comeback“, he analyzes the downfall and shortcomings of Target in Canada by criticizing their shift from providing products at a low cost in America to charging more in Canada. This falter in brand promise resulted in an inconsistent brand name in the minds of Canadian consumers. Sahir outlines that as consumers began to look elsewhere for their shopping needs, Target realized that a shift back to its core values was the only way to stay in business. Taking into account this real life example of the importance of consistency of value propositions, I have gained a better understanding of what Al Ries and Jack Trout were explaining in the article “Positioning”. They concur that a company that has a previously established brand that is successful in a market must not falter or change because consumers will always have that first impression as their idea of that company and inconsistency portrays weakness. I agree with Sahir that Target must continue to improve and return back to its core values in order to continue in Canada’s market.