Why The Gap’s latest social media strategy worked
Did you hear that the blue jean giant The Gap announced a new logo? Yeah, it didn’t create a blip on my radar either. I work in the tech biz, and I don’t shop at The Gap.
But what did get my attention is how it’s re-branding effort bombed (and was subsequently pulled) solely based on the public outcry on social media outlets.
There are many blog posts and news outlets weighing in on The Gap’s misguided design decision, and the stunning influence social media can have on corporate decisions. Some blogs even present the intriguing (if not a bit far-fetched) hypothesis that The Gap’s social media strategy was actually an ingeniously crafted publicity stunt formulated to increase holiday sales and bolster waning stock performance.
So was the The Gap’s decision to announce its new logo using Facebook and Twitter a public gaffe or social coup? President of Gap Brand North America, Marka Hansen believes they “did not go about this the right way.” Sorry Ms. Hansen, I disagree. To my mind, it is proof positive that when a company employs social media properly—intentionally or accidentally—it strikes gold. Read More→




