Knowing me, knowing you
What a load of fuss! Gap spends trillions on a new logo, and then scraps it within a week. Not exactly a shot in the arm for the branding industry, but it makes us think…. how well do they really know their audience? All the charts and graphs in the world can’t replace a genuine understanding of your customers, what turns them on, what their views are, and so on. How out of touch must they be to get such a drastically negative reaction. And then they were at the mercy of the power of the new world networks, ensuring the logo was swiftly dispatched. The big lesson here, as it has always been, is to make sure you know your audiences inside out.