Every company wants brand loyal customers, but this level of commitment requires the same degree of loyalty in return. Consumers value interactive experiences, one “Like” on a corporate Facebook Page can spread as virally among users as trending Twitter topics.
This was certainly the case when Gap recently unveiled its modern logo re-design. The sudden appearance of the new logo on the company’s website caused virtual uproar among graphic designers and Gap-loyal customers alike. Social media sites especially fueled the debate, giving outraged consumers a place to rant about the company’s unsophisticated, cheap new look. The innuendo of the former blue box, now a small gradient in the upper right-hand corner, arguably lacked the power, boldness, and tradition of Gap’s original look, and many felt the logo resembled the recently redesigned Price WaterHouse Coopers’ new look.
In fact, Gap got so much pressure from the community that they quickly reverted back to the old one with this notice on Facebook:
The Gap presents a great case study of cultivating relationships through social media.