Mind the Gap

It feels too easy to trash Gap, ok so they may have dropped a serious amount of dough to revamp their logo to something that apparently (as one of their 700,000 facebook fans said) would make their shoppers looked like they are carrying a bag that just stepped out of K-Mart. But we really should give Gap the credit for doing the right thing.

They previewed their new logo last week to their most loyal advocates and set off a customer backlash. Since the logo’s debut on Monday, Gap customers have been jamming Facebook and Twitter to tell the company just how they feel about the new logo.




What i really like about this case is that they were brave enough to tap into their customer relationship in social media. They concept tested on a focus group and then, and this is really great, they listened to them and gave their customers what they wanted. In this case that was the old logo. sure, they had to climb down and maybe they didn't expect this kick from their fans but they did the right thing and kept it authentic

And no one died either, they didn't change their signage on thousands of stores globally, they didn't cut out all their labels and get them stitched back in in China and they apologised for not listening earlier

Surely we have to commend The Gap for that, they were brave enough to give up control and I am sure that this week will be better for their business in the long run

- Posted using BlogPress from my iPad