#brand planning, the Blue Box may be back, but why did it go?

The Blue Box may be back – but why did it go?

Following the online comments whom disliked the new Gap logo, Gap released this:

GAP LISTENS TO CUSTOMERS AND WILL KEEP CLASSIC BLUE BOX LOGO
STATEMENT FROM MARKA HANSEN PRESIDENT OF GAP BRAND NORTH AMERICA

“Since we rolled out an updated version of our logo last week on our website, we’ve seen an outpouring of comments from customers and the online community in support of the iconic blue box logo.

“Last week, we moved to address the feedback and began exploring how we could tap into all of the passion. Ultimately, we’ve learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on gap.com any further.

“At Gap brand, our customers have always come first. We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we’ve made the decision to do just that – we will bring it back across all channels.

“In the meantime, the website will go back to our iconic blue box logo and, for Holiday, we’ll turn our blue box red for our seasonal campaign.

“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. This wasn’t the right project at the right time for crowd sourcing.

“There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way. “

What intrigues me is this admission “Ultimately, we’ve learned just how much energy there is around our brand.”. Why did Gap not already know this? Are they now so out of touch that decisions are made without and reference to consumers beforehand?

It is not incredible that a brand admits that there is ‘energy’ around it?

Learnings here, m’thinks.


About
Rod Geoghegan works with Marketing Services Agencies, Tech Start-ups and Professional Services Firms to plan and deliver growth.

He is Founding Partner at Metropolis Partners


#Business Development • #Planning • #Startups • #Advertising •  #Esoteric


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