ABSTRACT
Unfortunately for many companies, best-laid strategic plans often are undermined by the very targets they are intended to influence. In the contemporary Web 2.0 era, reactions to a marketing action can be nearly instantaneous and can spread like wildfire within hours, which is exactly what happened in Gap’s case. Negative online commentary belittled the graphic redesign, with unflattering comparisons of the new logo to “the emblem of some failed low-fare spin off of a major airline” and “that awkward cap-sleeved tee with the rhinestone letters you find while thrift shopping that’s neither vintage nor new, but definitely not cool.” To its credit, Gap was listening to the consumer conversation and quickly reacted. Within days, the company announced that it would be returning to its 20-year-old original logo design, stating on its Facebook page, “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 … we’re bringing back the Blue Box tonight.”
