2 Responses to Fall into The Gap

  1. Robert says:

    Dave, I agree to your main point. The Gap company overlooked an existing relationship with its constituency.

    I think if a person is cruising the mall and see the old familiar Gap logo, that person might drop in for a browse. (i.e. the old logo is inviting) But how many people cruising the mall are going to take a 1 second scan across the horizon at the new logo and just keep walking? Keep walking for not any other reason that the new logo presents them with no emotional connection. I don’t think mall cruisers will have a negative reaction to the new logo, I just think they might have a null reaction. And because they have a null reaction, less mall cruisers will enter the store and hence, less sales will result. I think the same thing could happen with printed mail-out brochures that people browse just before tossing in the trash bin.

  2. daveh says:

    Totally agree. They just failed to appreciate the strength a logo has in representing a brand and the strength of social media.

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