Failed new Gap logo.
The recent fiasco surrounding the failed attempt at re-branding at Gap shows that if not done right, re-brandings can go horribly wrong. The clothing manufacturer attempted to replace its well-known 20 year old logo and completely botched the process. Customer reaction to its efforts was swift and overwhelming: from a Facebook page entitled “I think the new Gap logo sucks” to numerous Twittter posts excoriating the company, customers were incensed. The backlash forced the company to make an abrupt u-turn and stick with its “old” logo.
As marketers, we should learn from colossal mistakes like this and adopt re-branding best practices since customers are sensitive to abrupt changes .
