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Crowdsourcing and word-of-mouth communication. Patricia Moon Soren Jensen. The topic. Summary of articles . Advertising Age A week ago, Gap unveiled their new logo on its North American e-commerce site. Several design blogs took notice and began picking apart the design.

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Crowdsourcing and word of mouth communication

Crowdsourcing and

word-of-mouth communication

Patricia Moon

Soren Jensen


The topic
The topic


Summary of articles
Summary of articles

  • Advertising Age

  • A week ago, Gap unveiled their new logo on its North American e-commerce site.

  • Several design blogs took notice and began picking apart the design.

  • More than 60% of consumers said they preferred the old logo, while 37% preferred the new logo.


Summary of articles1
Summary of articles

  • The company asked consumers to share their designs.

  • Many were participating in the exercise, but others wereloudly voicing their intense dislike of Gap's new logo.

  • Gap Inc. said Monday afternoon that it is dumping thenew logo.


Relation to class
Relation to class

  • Crowdsourcing and word-of-mouth communication in action:

  • Web 2.0 as a fast communication channel.

  • Effective response and feedback from consumers.

  • Brand equity connected with the logo.

Logo revealed

Blogs

Youtube

Facebook


Discussion
Discussion

  • "We've learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn't the right project at the right time for crowd sourcing.”

  • Marka Hansen, President of Gap Brand

  • What could Gap have done different?


Our advice
Our advice

  • The Gap did a big mistake when they did change their logo without involving their fans. But admitting the mistake may make the fans relation to the brand stronger than before the mistake.

  • New Coke example


References
References

http://adage.com/article?article_id=146401

http://adage.com/article?article_id=146417

http://www.facebook.com/#!/gap

http://www.youtube.com/watch?v=xdCnd8ZhEiY

http://www.huffingtonpost.com/marka-hansen/the-gaps-new-logo_b_754981.html

http://sanfrancisco.bizjournals.com/sanfrancisco/blog/2010/10/gap_changing_its_logo_back.html