A backlash built, with customers taking to Social Media, Facebook and Twitter, where they expressed disappointment and even anger.

The Result? — The rebranded logo that lasted a week

In the past, if a consumer wanted to give feedback or to express dissatisfaction about a product, they’d need to write or call HQ. Today, social networks allow consumers to interact with brands in a far more immediate and impactful way.

A week later, Gap’s brand team released a statement, saying that they would revert back to their classic logo. 

In this case, the changing habits of consumers led to some of them actively shaping the brand.

Additionally, the cost of the rebranding was estimated to be around $100 million dollars and resulting in no changes in revenue or online search traffic. Which begs the question: “Is rebranding a waste of money?

“Instead of spending money on cosmetic changes like rebranding the logo, the colours, or packaging, spend money on true innovation, improving product, service and quality. These will lead to longer lasting lifts in revenue.”

— Dr. Augustine Fou, Chief Digital Strategist at Marketing Science Consulting Group