The past week has seen news of brands making changes to their assets. First up, was Gap with their new logo. That only lasted a few short days, and then they went with the
crowdsourcing idea to get people outside the organisation to volunteer their designs. Finally, all were scrapped and it's back to blue.
Needless to say, tonnes of moolah down the drain. And how on earth did that design got green-lighted in the first place? Ugh!
It's understandable that one would want to freshen things up around the house. And fix things up. But why fix things if it ain't broke?
The thing is as a brand, that last question is no longer a decision you can make. Because in this day and age, you no longer own the house.
The Gap fiasco is a perfect example of
brand democratization. The public "voted" and the new design was killed.
by Chris Brogan and Julien Smith.
