Crowd Source or Crowd Critique – The GAP story

Last  week GAP unveiled its new logo (created by NY agency Laird & Partners) to it’s online community and the overwhelming response was negative. The online community jeered the new Logo and within no time websites were set up to ridicule the new GAP logo.

GAP heeded to the response and was quick to flip back to the 40 year old logo.

Ok. We’ve heard loud and clear that you don’t like the new logo. We’ve learned a lot from the feedback. We only want what’s best for the brand and our customers. So instead of crowd sourcing, we’re bringing back the Blue Box tonight??? was the update on GAP’s Facebook page.

Read the full press release here.

Is this a failure of Brand Management or success of Social Media?

Let’s look at the brighter side of the story:

  1. GAP saved Millions of Dollars it would have otherwise spent in Re-branding Deployment
  2. GAP could truly democratize change   and that will help re-enforce relationship with the patrons and community.
  3. Created the Buzz before the holiday season and I’m sure they will soon come out with a campaign/ promotion to leverage the incident.

However, there are few questions for Social Media Strategists and GAP think tank:

  1. Should GAP have considered crowd sourcing logo design rather than crowd sourcing criticism?
  2. What is the right time to involve customers in the decision making process?
  3. Are the public social communities the best platforms to discuss critical ideas and innovation? Should ideas be initially discussed within closed customer groups/ closed communities?
  4. Will this fiasco impact GAP’s branding?

Bhaskar Thakur

Digital Transformation & Marketing Leader , Growth Enabler, Recreational Runner, Learner & Seeker. On this blog I share my perspective on Technology, Entrepreneurship, Startups, Growth, Health, Running and Biking.