Published on October 8th, 2010 | by drkkr18
GAP to Gap
I was busy machinating my PPT slides for my lecture to my MIB/MBA students on Brand Logos, once coiffed, i was supposed to hit the hay and before doing just signed in to face book to update my status on Sachin Tendulkar who won ICC awards , i saw a fervency on face book, yes it was wild like a forest fire.
When you are in USA the first best thing that attracts your attention among the retail segment is the most stylish brand logo of the clothing brand GAP. During my trip to the United States, GAP certainly invoked lot of aspirations and i cherish those few shirts i bought which are in my wardrobe. The world is changing and every one needs to adapt them towards the change. But it looks like GAP is changing for the sake of changing.
5th of October 2010 the internet and social net working sites were busy hashing out about the brand GAP. Hey, folks, it is not any about any promotion or sale or about CSR. It is about CHANGE!!
GAP has dropped its Iconic Logo, the US clothing retailer in their re branding strategy has moved from GAP to Gap. According to Marka Hansen President GAP Inc, “Our brand and our clothes are changing and rethinking our logo is part of aligning with that.” Gap wants their customers to take notice of Gap and see what it stands for today. Marka claims, “we chose this design as it’s more contemporary and current. It honors our heritage through the blue box while still taking it forward.” Here is the OLD vs NEW….
This re-branding strategy with specific focus on the GAP logo has invoked lot of buzz around the change, consumers of 2010 and there on are going to be more vocal and will express their views in the wildest form, get ready marketers and brand strategist. You are in and will be in a HOT spot. Power has shifted from brand proprietors to consumers – even the Iconic brands know that successful campaigns have to consistently engage consumers, who will in turn use their mighty word of mouse to disseminate the messages. Time has arrived, where marketers will have to cede their brand to the consumer. We will increasingly witness how brands can be seriously damaged by consumers who choose to vent their frustration or anger online.
The classic ” GAP Logo Change” case shows that :
Given the passionate outpouring from customers that followed, Gap decided to engage in the dialogue to get their feedback on board and work together as they move ahead and evolve to the next phase of Gap. From this online dialogue, it’s clear that Gap still has a close connection to their customers, so tapping into this energy is right.
Marka Hansen appeal on the Gap Facebook Page that says ,”We plan to ask people to share their designs with us as well. We welcome the participation we’ve seen so far”. Promptly some of them used their designing skills to showcase their creativity to the world and Gap. The one that i was deeply impressed (Kudos Mike Monteiro) and of course this design got the reaction of Mark , CEO Gap Inc.
Marketing is changing and so does Branding, Both had become interactive. Brands are what customers say. Consumers can make or break a brand. Word of mouth has become the most powerful medium, it is time corporates understand the passion and perception the consumers have towards the Brand. But if my intuition is right, the strategy adopted by Gap is towards crowd sourcing then this case might turn into a viral marketing strategy ( I expect Gap to go back to the old design or a complete new design). If not this case proves a point on how consumers react if their not happy .Share your thoughts on the new Gap Logo and the buzz around it.