So Gap changed its logo. And then they changed it back. Sounds like a marketing problem, right? So what’s this issue doing on a crisis blog? Because in this day of inflamed passions, not-enough-to-do-except-engage-in-flaming-debates mentality, almost anythging can become a crisis.
The Ad Age article points out that 80% of consumers polled didn’t know anything about the new logo. But that is not what counts. Gap has 720,000 fans on their Facebook and those people were making a lot of noise–a lot of noise.
As a Gap exec said in the Ad Age story:
Ultimately, we’ve learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on gap.com any further.
I don’t have a lot of energy around the Gap blue box, and something tells me you don’t either. But I guess there are quite of few people with that much energy to spare. And that means stirring these people up has caused the Gap a problem.
1) Not sure exactly what ticked these people off about the new logo but I’m guessing it has more to do with them not being consulted–we live in a time of hyper-engagement, when audiences important to you expect to be consulted on things that are a big deal to them.
2) When the social networks start firing, watch out. Gap had to have seen an awful lot of anger in order for it to throw out the hundreds of thousands or more they already spent on this.
3) Slow news day–can’t believe the fuss about this, but it’s better than an oil spill
4) It’s not hurting the Gap–lots of attention and free press. And now they presumably are showing they care about all those people who have this energy around their logo. Only downside: they look a little less than thoughtful and perhaps a little weak.