Is this “gaff” no more than a clever way to generate coverage and a reverse crowdsourcing opportunity? I doubt very much that “Gap launches online consumer initiative to help redesign the logo” would have had half as much coverage and debate (as the BBC put it) “Gap scraps new logo after online outcry”.
Whatever the case, Mark Hansen, president of Gap Brand North America, is the hero of the day, revealing that the company has been “listening” and “watching” and that the much-loved original logo will be reinstated as customers “always come first”. Hurrah!
Power to the consumer; or brands getting clever about headline-grabbing crowdsourcing? At best, Gap needs some immediate social media and communications advice; at worst and if the latter is true, it may have adversely damaged relationships with some of its most vocal customers. Time will tell.
Stephanie MacLeod, Kaizo