Having announced that they were to change their logo just a week ago, they have now reverted back to their traditional blue box.
And the reason for this change of heart is the huge outcry and anger amongst Gap’s customers that they have expressed through social media.
Here are a couple of quotes from Gap:
“Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowd sourcing, we’re bringing back the Blue Box tonight.”
“We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community.”
As someone who has been involved in a rebranding process for two major high street brands, I know that a logo change is an 18 month process – minimum. For Gap, this must have included customer focus groups, test marketing and a whole host of other research activities before, firstly they decided to launch a new logo at all and secondly undertake all the work necessary to ensure a transition on the ground from old to new.
So for this process to have been turned into a costly waste of time and money inside one week, is astonishing.
I can’t think of another example of ‘people power’ that comes close to this. The Gap logo episdoe will surely become case study worthy for all students of marketing in the future.
And yet the fantastic news for Gap in all of this is that they now know, beyond any doubt, that they have a rich vein of customers who love the brand deeply. Care about it passionatley enough to feel moved to mobilise so quickly and express their feelings. This episode proves Kevin Roberts’ great truth “Lovemarks are owned by the people who love them”.
There are now sites selling T-shirts with the words “Logo Fail’ across the chest. This story has become huge.
And if anyone doubted that they can afford to stand by and continue to believe that they don’t have to engage directly with customers, then here is the lesson – Engage or Die.
Of course Gap could have stuck to their guns. They could have done so in a engaging way – “We hear you, but trust us.”
They chose not to.
Do you think they did the right thing?