About six years ago, Gap decided to change its logo that gave the brand a modern look and feel. However, the public wasn’t impressed. Gap was at the receiving end of severe criticism from its loyal customers, including scores of comments on Facebook and the setting up of a Twitter account only to protest against the change. A viral website called “Make Your Own Gap Logo” was also launched, which had parody versions of the design.
Basically, Gap faltered because it forgot about its target audience’s mentality. Associated with basic, comfortable style of clothing, the brand lost connection with its customers by going for the logo makeover.
Lesson learned: Logo redesign is risky business but at the same time, it is also necessary. But instead of completely redesigning the logo at one go, make sure that it evolves over time, without taking away the essence of the brand. A really successful rebranding campaign still keeps elements of the original brand present. Gap’s proposed new logo had hardly any of the original logo intact. That’s a big branding no-no.
Procter and Gamble’s Cultural Clash
FMCG giant Procter and Gamble made a faux pas by not researching about the local culture they were moving into.
There are at least two instances, which support this fact.