Now Gap's decision to reinstate old logo invites attack
18 Oct 2010
Upmarket retailer Gap, which was forced last week to reinstate its old logo, facing a public outcry on its Facebook page, is now facing flak from communicators for what is being described as a hasty retreat. (See: Gap flips back to old logo after public outcry)
The incident first invited criticsm from the company's customers, and now the rebranding fiasco has led to fellow marketers questioning Gap's decision to cave in to its consumers.
According to media commentator the saying "if it's not broken, don't try to fix it" seems to apply in this case.
Following customers venting their displeasure over the company's move, Gap announced on its Facebook page, "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."
According to marketers if Gap had decided on the new logo, it should have given it more than just a week since customers would always have something to say whether positive or negative about the change. And, Gap should have expected it.
They say it seems to be something of a knee-jerk reaction by Gap responding to adverse comments on social media sites.
