Flap at the Gap


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The fuss about the Gap’s new logo is interesting, but not for the reasons that most people are giving. The point is not that the logo uses Helvetica, or that it’s boring.

Here’s what’s really interesting:

1. That people really care about the logo. Customers feel their own relationship to certain brands as they never did before. A change in logo – a common occurrence that would have provoked little comment outside the marketing world once upon a time – now causes widespread feelings of, what… betrayal? Abandonment?

2. That the company cares enough to go into a dialog with customers about it, and is even entertaining alternatives.

“We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs,” the company said on its Facebook page late Wednesday. “We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.”

Naturally, some people are noting that the Gap is soliciting free design work, but you’re bound to hear negative comments with any crowdsourcing effort. The fact is, the company can afford all the designers it needs. This is an attempt to make a connection with customers.

The old model – producing stuff and shoving it at customers – is giving way to a new one, in which companies are working in partnership with customers to create the way customers experience the brand.

Republished with author's permission from original post.

Thompson Morrison
Thompson Morrison has spent the last couple of decades figuring out how companies can listen better. Before co-founding FUSE, Mr. Morrison was Managing Director of AccessMedia International (AP), a consulting firm that provides strategic market analysis for the IT industry. His clients included Hewlett-Packard, Compaq, IBM, and Vignette.


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