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logogapEstoy de acuerdo con Alt1040 en que será un caso de estudio para las escuelas de negocio del mundo a partir de ahora. La semana pasada GAP actualiza su logo en uno de sus sitios web (el primero en la imagen de la derecha). El logo no le gustó a nadie, algunos blogs de diseño lo defenestraron, y el público empezó a opinar. Se sucedieron varios días de comentarios negativos en la página de Facebook de la marca, y dirigidos a su usuario de Twitter. Hoy finalmente Marka Hansen su presidenta de brand dijo esto:

Para la marca Gap, nuestros clientes siempre están primero. Hemos estado escuchando y observando todos los comentarios esta pasada semana. Los hemos escuchado decir una y otra vez cuando les apasiona nuestro logo de la caja azul, y que lo quieren de regreso. Por eso hemos decidido hacer justamente eso, lo traeremos de vuelta a todos nuestros canales.

La marca es la identidad visual de una empresa que genera una clara diferenciación a través del símbolo, forma, color, tipografía, etc. Es uno de los elementos más importantes del posicionamiento de un producto y empresa (todo el mundo desea ser el «top of mind» de la categoría), y por tanto, uno los factores de compra más relevantes. Por esta razón, los cambios de branding se deberían hacer mucho más suave y planificadamente, y se me antojan 2 cosas:
– GAP se ha equivocado en hacer un cambio tan radical de imagen y no algo más progresivo que los consumidores puedan ir identificando y con lo que se puedan ir identificando.
– De haberlo deseado, la estrategia y planificación de GAP ha brillado por su ausencia. Ha quedado la sensación de haber detrás una auténtica improvisación.

Más info: GAP Press Release

Alt1040

Al Ries&Jack Rout, ¿por qué compramos?

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