So after less than a week, Gap has changed their logo back to the original, tried-and-true, blue background white-lettered one. They claim it was customer backlash which caused them to revert, but working next to the PR team of a global company has taught me more than a few things.
What better way to bring the focus back to your company when your sales are down than to create a bunch of hoopla by changing your lovely, timeless logo to a cruddy 25 cent one, inciting feelings of anger and betrayal among your clientele, only to change it back once they've voiced their feelings of dissent, thus replacing those negative feelings which your customers are holding with ones of devotion and gratitude for your eager attentiveness to their wants and needs?
It's brilliant!
The Wall Street Journal said Gap is denying that this is a publicity stunt. Of course they are! What company comes clean on this type of PR stunt? What are they going to say? "Well, sales were down and we really wanted people to remember us again. We wanted our customers to feel good about our brand so we made them feel bad so we could make them feel good."
No. That doesn't happen.
Anyway, Gap, I tip my hat to you. Well played, sir.
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