Gap scraps new logo after online outcry

[BobHelm]

http://www.bbc.co.uk/news/business-11520930

It never ceased to amaze me just how stupid some companies are. I am sure that some bright spark somewhere got paid a fortune to come up with this idea & the new logo.
Reminds me of the British Airways debacle a few years back when they spend a fortune coming up with an idea that a 5 year old would have been embarrassed with.
Provide a good service/product at a competitive price & customers will return. These desperate attempts by companies to 're-brand' themselves is because the people running them have failed with the most basic reason of the company's existence. Unfortunately, with 'institutions' being the largest shareholders 'face & show' is all important & an understanding of the market that the company is suppose to be creating wealth from is of little importance by the senior executives..

[stattointhailand]

There should be a GAP in their boardroom very soon

[ScorpioPower]

This is what happens when a company doesn't do it's market research properly [or at all it seems in this case].

Yes, Bob is bang on with BA making the same mistake. And didn't those planes look stupid?!!

Heinz almost made a fatal mistake when it tried to withdraw it's salad cream in the UK. The marketing department received thousands of complaints from loyal customers saying they would never buy another Heinz product again if the company took it's salad cream off the market.

The same happened to Kelloggs when they threatened to stop selling Coco Pops.

As they say in the marketing department at LRC, the maker of Durex condoms, "The Customer Always Comes First".

[BobHelm]

As they say in the marketing department at LRC, the maker of Durex condoms, "The Customer Always Comes First".

Thank you SP, worth starting the thread for that comment alone..

[ScorpioPower]

[Texpat]

Why does a good logo need to be changed?
How many millions were wasted on such a frivolous re-branding?
Likely a result of a touchy-feely marketing nutjob convincing the CEO and board something good will result. (Firstly and foremost increasing the importance, staff and funding of the nutjob's kingdom).

A good product will sell itself. Marketing is important, but too often overrated.

[ScorpioPower]

Why does a good logo need to be changed?

A good product will sell itself. Marketing is important, but too often overrated.

1. Correct, never interfere with an institution/legend

2. Incorrect, otherwise it wouldn't exist

[Texpat]

otherwise it wouldn't exist

Overrated does not mean useless -- I implied marketing, while important, is often given more weight than is warranted. It's not an all-or-nothing proposition, rather a measure of degree.

[ScorpioPower]

^ Tex, fruit, veg., meat and other basic food items from your local store are purchased based on price, quality and presentation. Marketing.

Take it up a level to a special store or restaurant on the other side of town that you will gladly travel out of your way to visit because of a recommedation/message and will keep you going back for more because of price, quality and presentation. Marketing.

Onwards, upwards and outwards. Marketing.

[Texpat]

Many will go to a restaurant without a sign, without advertising, without fancy silverware, without ads on tv and radio, without flashy menus and fancy napkins if the product is superior.

Likewise, most will never visit a restaurant (again) with all those things if their product is inferior.

Marketing is not the selling point -- the product is. Marketing is subordinate to the product. Not equal. GAP learned this the hard way.

[ScorpioPower]

You will only go to a new restaurant, buy something new, etc for two reasons.

Word of mouth. The oldest and best form of marketing and something that all businesses strive for because it's free.

Price/product/promotion/positioning/presentation. At least one of these things will appeal to you and influence your first and hopefully subsequent purchases. Whatever, it's all still marketing!