Filling the Gap

As many of you know GAP was under extreme scrutiny from their customers this week as they unveiled the stores news logo via FaceBook and Twitter. Thanks to the power of technology the logo-nastiness spread faster than Britney Spears goes through husbands and I must say I was not a fan. The logo came across as cold, boring and quite frankly just plain ugly. Not at all what GAP represents. The reasoning behind the change was to “inject new life into the changing brand.” After 41 years how much change does the company need? According to the website, in 2009 the company operated 3,095 stores compared to 3,076. By the end of 2010 the store expects to close about 110 stores and only open 65 new. Simply put 35 stores will be left in retail dust. Hurting for revenue anyone?

GAP failed for a number of reasons. They didn’t let consumers know ahead of time that they were even thinking of changing the logo. Loyal customers found out much thanks to the web. Plus there was no customer input, no test group, nothing. Another reason, Brand Identity: When customers are loyal, they are loyal. Because people often form emotional attachments to brands a sudden change can be like a painful break up, especially if it comes out of left field. It is often met with shock and disappointment. Finally, this change was drastic to the tenth degree. I guess GAP didn’t considered a small change, they figured go big or go home, well GAP you clearly went home.

GAP “continuously looks for ways to connect with their customers” (http://www.gapinc.com) well they certainly connect with customers this week. But could it all have been part of a large plan?

GAP’s branding snafu reminded me of the unveiling of New Coke back in 1985. The tag line was “the best just got better.”Not according to the public who was outraged with the new formula and the new taste. Allegedly, Coke changed the formula to taste more like Pepsi. Needless to say it didn’t last long. Coke pulled New Coke from the shelves and went back to its original version. GAP is now asking consumers for their logo ideas. Websites have popped up with “create your own GAP logo,” with some sites clearly mocking the company and others actually attempting to help it. The makers of this new logo and GAP, Inc, did do something right, they got people talking.