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The big brand comeback

Mistakes-to-Avoid-When-Building-a-Brand

What goes into resurrecting a brand after a major blunder? Here’s how global brands made their comeback from massive disasters in public.

June 27, 2012 1:00 by



Minding the GAP:

The GAP logo fiascoIn 2010, GAP announced a change in its famous logo, to reflect “a more contemporary, modern expression.” After receiving tremendous negative feedback and flak for changing the original logo, the brand attempted to crowd-source other logo ideas through social media. While this looked like a good attempt to involve consumers in the brand story, the exercise backfired. Badly.

The backlash over the changed logo was so intense, it spread like wildfire via Twitter, Facebook and blogs, voicing mistrust and confusion over the new move. To add to the mayhem, fake twitter accounts and more fake logos floated about the internet, each claiming it was the new, crowd sourced version for Gap.

Instead of succumbing to panic attacks, GAP responded immediately by reverting to the original logo within a week.

The company posted 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. So instead of crowd-sourcing, we’re bringing back the Blue Box tonight.

Atleast they learned an important lesson from the blunder- Don’t fix what’s not broken!



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