Posts Tagged: Brand Failure


23
Dec 11

Gap Logo Chaos 2/3

When I first saw the new Gap logo I thought this must be a joke. So was not the case. Looking into the matter I understood that my reaction wasn’t unique in any way. :-)

I’m still not sure wether the whole affair wasn’t a clever PR trick to create an awareness of the brand and upgrade it’s fading popularity. Time might tell.

The reason behind it all was that the company had changed so much and there was a wish to align the logo with the new, modern company.

On October the 6th the soft launch took place on their website without previous external communication. The logo war began immediately on Facebook, twitter, internet magazines and websites. After 6 days of battle the community won and the company retrieved their old logo.

I found this well written article on theweek.com which gives a good overall view on the case: http://theweek.com/article/index/208094/gaps-rebranding-fail-4-lessons

My next post will be about the logo contests and Gap’s own use of crowd sourcing that took place in the wake of Oct the 6th.


21
Dec 11

Gap’s change of logo chaos 2010 1/3

I’ll dig into the chaos that Gap’s rebranding created for 6 days in October 2010. If you have missed it, this is what they presented in a so called soft launch at their web site:

Ugly little dude to the left.


15
Dec 11

Brand extension failure no 1

Baby food for adults. Naah, not working...

GERBER SINGLES by baby-food manufacturer Gerber is one of the most frequently referenced brand failures of all times. Gerber’s attempt to extend into adult food market definately belong in the brandning Hall of Shame.

The idea was to create small servings of food for single adults in the same jars as used for baby food. When the range was launched the company discovered that eating for example ‘Beef Burgundy’ out of a baby food jar was not what most people considered  a good night in…

The name it self indicates ‘I live Alone and Eat My Meals From a Jar’, to qoute Susan Casey (October 2000 issue of Business 2.0).

I have not found any comments from Gerber on whether the product was market researched or not. It failed spectacularly though.

This is a typical case of inside-out thinking. Gerber had the set up for production and decided to launch a new product line without a least bit of consumer knowledge or insight.