Tuesday, October 26, 2010

The Gap Logo Change Follow-Up Blog--neuroscience says, "No!"

Seems we have neuroscience on the bandwagon proving exactly why no one liked the new Gap logo.

Apparently not only did the new Gap logo irritate the consumer owners of the brand on principle, but it was scientifically unworthy of our attention. The sharp box edges coupled with overlaying it on boring type and the gradient color all combined to make our brains simply HATE it.

We interupt this Creative Marketing Blog

The last day of harvest. It was cool and foggy.

For a personal word about my local Community Supported Ag group, Goat Lady CSA of North Carolina,  of which I am a member. This was my first year learning about growing sustainable foods and harvesting and cooking with leafy greens such as kale and chard. Eating veggies like Hakuri turnips and bitter melon.

Edible art.
I loved it all and am a converted soul. No longer do I take for granted that a head of cabbage or a potato will just be waiting for me in the store. I understand how it got there. I know that I like the taste of REAL, pesticide-free food much better than store-bought, highly processed junk. Stuff that's gassed and trucked in from Chile or Mexico. It matters. Eating locally. Growing locally.

I encourage you to join a local CSA, too. It will change you forever. And if we need something right now, it's change for the good.

Tuesday, October 12, 2010

How The Gap Logo Debacle Proves Consumer "Voice" Wins

If you've been following the news around The Gap's rebranding efforts, you know it has been quite a misfire. Why? Gap is a brand people know, love and trust. Yet just last week they decided to roll out a new logo. They never even once stopped to consider the ramifications. So intent on being "new" and "hip" they didn't remember that their customers might disagree with a change.

First mistake: Let's look at the psychology behind change. People resist change under normal times, they sure as heck don't need or want change now. We've had enough change thank you. We'd like to feel we can count on a few things in our lives to remain consistent.

Second mistake: They didn't even ask their loyal followers what they thought. When you get to be a brand as big as The Gap, you don't own that brand any longer. The universe of consumers do. They own you. So ASK.

Third mistake: did The Gap forget this world is now socially linked? Groundswells of emotion happen and once they get rolling, good or bad, they are rolling. People piled on to the conversation and because of mistake #1 and 2, they yelled bloody murder. Consumers have no control over their lives at this moment (or so they feel) and this was one thing they felt they could control. And did.

Was it the right thing to do for The Gap to pull the new logo so soon? Did caving under the pressure earn them respect or will they lose face? This remains to be seen.

I am of the mindset that The Gap should have stuck to its guns a bit longer.  It just feels icky to me that they threw their hands up in the air. The timing was off.

What do you think? How did you feel when you heard they switched back?

Moral of this story, your customers can own your brand and when that is the case, be very, very careful what you do with their "baby."