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Posts Tagged ‘GAP’

Gap Goes Back to its 1960s Roots to Regain Relevance

Gap has experienced well publicized struggles with its marketing identitytop management turnover, and declining revenues, so in order to move forward, it has taken a step back in time — to its 1969 founding.

Seth Farbman, Gap’s global CMO since last year, described Gap’s rediscovery of its core heritage and its new digital initiatives during Ad Age’s Digital Conference on Tuesday in New York.

Gap’s return to its 1969 heritage is part of a broader business strategy. From Farbman’s standpoint, Gap’s retrospective turn was a natural homage to the brand’s founding couple, Don and Doris Fisher. He explained that the name was meant to convey the generation gap, and the business was based on the idea that only one percent of jeans sold at stores fit right. The move to revert to 1969 actually started in 2011, when the brand created documentary videos about its denim studio.

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Spin the Agencies of Record

The Ladies Professional Golf Association (LPGA) has chosen Buffalo Communications for a PR campaign that will promote the organization in non-golf-related media. The program will highlight the players as moms, philanthropists, young stars, and other categories. The organization has announced five new tournaments for 2012.

Clothing retailer Gap Inc. is looking for a PR firm, The Holmes Report says. The search is coming out of the company’s San Francisco headquarters and involves a number of firms, the outlet reports. The company has had a number of marketing and branding issues over the past couple of years, including the infamous logo-gate.

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Social Means Business for Consumer Brands

Social media has evolved from marketing strategy to business strategy, according to Adrian Parker, director of social media and digital strategy at RadioShack. Parker was one of the corporate speakers at the Association for National Advertiser’s (ANA) Digital and Social Media conference who provided case studies about their social media programs on Wednesday and Thursday in New York.

Presenters from Dominos, Gap, VISA , and other big-name brands described how their social initiatives have led to increases not only in brand awareness and perceptions but have also expanded their customer base and resulted in market share and sales gains. Many of these are classic brands who were looking to modernize their image.

Common themes and takeaways are detailed after the break.

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‘Time’ Tracks the Path of the Corporate Logo

The evolution of the KFC logo from 'Time' magazine's slideshow.

Time magazine’s Josh Sanburn tackles “The Evolution of Corporate Logos” in a slideshow that tracks brands including Gap, CBS (which hasn’t changed a bit in 60 years), and KFC. The deck on the slideshow is “What’s behind the trend toward kinder, gentler branding.” We would question whether the logos reveal something kinder and gentler. In fact, one could argue that NBC did away with the kind and gentle peacock when it introduced its new logo.

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Can Brooklyn Be Bottled, Branded, and Sold on Shelves?

Brooklyn’s “become somewhat of a marketing term,” a New York Times article quotes Harry Rosenblum, an owner of Williamsburg cooking-supply store Brooklyn Kitchen. What that means for small business owners who produce Brooklyn-aligned products, and the people set to capitalize on the trend, is still emerging.

The article says there are “more and more Brooklyneers in Manhattan and beyond, and a growing number of businesses to serve them.” That means “D.I.Y. chic,” and a certain kind of culture. The story points out that corporations are giving the impression that they’re “Brooklynizing.” Williams-Somoma‘s ready to sell Brooklyn food products are in stores around the country, and both Ford and Gap are seemingly ready to cash in on the borough’s “cool” factor.

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Poll Outcome: Which Logo Is Worse?

PRNewser posed the question on most people’s minds when the new Comedy Central logo was unveiled last week: Is it worse than the dissed and dismissed Gap logo? Nearly 55 percent of poll respondents said… Yes! The remaining 45 percent voted for the Gap.

After opening the poll, we noticed a tweet or two from people who said they actually like the Comedy Central logo. A big problem is it doesn’t seem fun enough for a station that would air something like the Jim Gaffigan/Hot Pocket bit. Just for laughs, we provide the Gaffigan guffaws below.

PRNewser Poll: Which Logo is Worse?

Good gracious. Comedy Central just unveiled its new logo and it’s terrible.

Lest we forget, we only recently had another logo mishap. Gap introduced a logo (below) that was so bad, the outpouring of disgust forced them to revert back to the old one.

So we ask you reader: Which logo is worse? And you can check out coverage of the Comedy Central unveiling here and a recap of bad logos for the year here. There’s also a launch video after the jump that has the Comedy Central logo, but also lots of funny clips. Actually, there’s one shot of the logo vomiting that’s pretty good. If they can somehow harness that in a still image…

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PRNewser Poll: Will You Use Foursquare or Facebook?

Last week, in anticipation of Halloween, we asked whether Halloween was an important holiday for the PR industry. More than two-thirds of respondents said “Somewhat,” despite the fact that the holiday is a $6 billion business. Those respondents agreed with the statement “Only certain brands can take advantage of the holiday’s PR opportunities.” Those who did execute Halloween campaigns, feel free to offer suggestions and anecdotes in the comments.

In Facebook news, the social network introduced a new deals platform that offers incentives for checking in on its Places application. According to our friends at AllFacebook, “just about every other check-in platform has been heavily criticized for lacking a significant incentive to get users to check-in.” Already, the Gap has signed on to give away 10,000 pairs of jeans. American Eagle Outfitters, Chipotle, and the San Francisco 49ers have also signed on.

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Logo-Gate Is Over! Gap Goes Back

Huzzah! The people win!

Gap has announced that they are ousting the retailer’s reviled new logo and going back to the nifty blue box of yore. The company caved in on Facebook and via press release, with North American president Marka Hansen saying in a statement that the old logo would be brought back “across all channels.”

Perhaps the truest words uttered throughout this week-long ordeal were also included in that statement.

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Facebook Commenters to Gap: Stunts Won’t Save Your Awful Logo

The recent logo redesign-o-rama continues with retailer Gap, which just unveiled its revamped branding to a lot of hisses and jeers.

One of the most recognizable logos in retail, the blue box with skinny white writing, has been replaced with a logo that people across the Internet are saying “looks like something a child created using a clip-art gallery,” according to Ad Age. If that’s not enough, you can create your own version on a new site called Crap Logo and a fake Twitter account has popped up. Read more