How important is your logo? If you make a good product, turn a profit, and enjoy strong customer support, does that little logo really matter?
Just ask Gap. In October 2010, facing a slide in their share price, the clothing retailer ditched their elegant white-lettered, blue square logo in favor of a new model that switched the ‘a’ and ‘p’ to lower case and shrunk the blue box to barely overlap the ‘p.’
Gap customers roared in disapproval. A firestorm of Gap trash-talking ignited on Facebook and Twitter. Within a week, Gap reverted to their old logo, tail between their legs.…
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We hear story after story about organizations trying to reinvent themselves or wondering why they have lost market share or stakeholder support. Often times they are so close to the root challenge that they overlook it and try to advertise or promote their way out of slumping sales. A better approach: look deep to examine and refine your true brand essence and never loose sight of the essential emotional connection your brand must make to each guest, customer or stakeholder.
