Update: Ran across this video on AMA TV about the GAP going back to the basics of t-shirts and jeans. They are in the process of trying to find their company soul. Seth Farbman, the global CMO says “Ours (company soul) exists. We just haven’t found it yet.” The failure of the re-brand makes sense given it was somewhat superficial without the soul, the story and a renewed brand promise.
AMA TV: The Gap Goes Back to Basics
Original Post: If you have been following recent events at The GAP, you know that they released a new logo last week and received some less than stellar feedback from their fans in social media. The GAP responded by asking those fans for suggestions and to submit a logos for consideration (an attempt at crowd-sourcing?). This week, they backtracked completely, once again embracing their original logo. This event gives food for thought on several issues.
1. Some of the largest brands in the world have underestimated consumer attachment to their brands (remember New Coke?). How/why does this happen?
As a principle of best practice, major consumer brands should be keeping their finger on the pulse of their brands and consumer perception of their brands. Social media and various new research/survey methods have made this quest easier, faster and sometimes cheaper than it has ever been.
2. What makes a company decide they need to revise/update their logo or campaign?
I say logo and not brand because brand encompasses the overall experience and not just the logo. In my experience, companies often abandon a logo or campaign long before they should. The company assumes that because they are tired of seeing it that the target audience is as well. However, with so many brands and campaigns competing for attention these days and with so many vehicles to receive that information – email, tv, radio, smart phone, bill board, print ad, flyer, brochure, signage, websites, banner ads, etc. – it takes many more impressions for your message/logo to stick. Therefore, the moral of the story is that often, just when a company tires of a logo/campaign is about the time it begins to sink in with the target audience.
3. How much should social media influence brands?
If brands are smart the answer is – a lot. With all the avenues to listen to the conversations and participate in them, brand consumers expect to be asked and listened to. The fatal mistake that Coca-Cola made with New Coke was not to ask the $5m (literally) question. Would you still like the New Coke if it replaced the original Coca-Cola? I think we all know how that ended L
So today, there is no excuse for not asking those questions before making decisions. Like it or not, if you have done a good job of branding and have created strong brand loyalty, your consumers have an emotional attachment to your brand. You have them right where you want them. Now, just don’t violate their trust by messing with a good thing.
