Posts Tagged 'Gap redesign'

Ignoring the G-P Rebranding Story

I was going to just ignore this whole G-P rebranding fiasco and leave it to Brand New and others like the Huffington Post.

In fact, I’m not going to mention it at all.

Nope.  Not a word.  Not from me.  I’m not hopping on that bandwagon.  I’m just minding my own business.

But, wow, what a firestorm!  Instantly people compared it to the Tropicana misfire with headlines like “New G-P Logo: Next Tropicana-Style Redesign Flop?”  This is the nightmare of every CEO and CMO who has ever gone through a major rebranding program.   It will probably stop dozens of branding projects as executives get cold feet or want to double the amount of market research before making a go/no-go decision.

Parodies of Ga…uh…that thing we aren’t talking about have popped up everywhere.  Too many designers with too much time on their hands…

Which brings me to the real and important issue of today.  Too many people with too much time on their hands because they don’t have enough work.  Not just designers, writers and marketing executives.

So it is worth stopping for a moment and consider the new Nobel prize winners in Economics.  They have been recognized for their work in labor markets and unemployment.  Certainly a hot topic at the moment. One of the three, Peter Diamond, was nominated to the Federal Reserve Board in April.  A nomination that has been blocked by Republican Senators.  At a time when our country truly needs strong leadership at the Fed, we have a Nobel Prize winning economist blocked from a filling one of the many vacancies. [Irony abounds:  Senator Shelby is blocking Diamond for lack of experience and expertise.]

And here, here is where marketing comes into the picture.  It is the role of marketing to create demand.  Look at the brilliance of Hyundai’s marketing in 2009 with the Buyer’s Assurance Plan that spoke directly to people with unvarnished truth.  Demand for Hyundai has been rising, sales have been rising, market share has been rising.

Marketing is one of the drivers of demand.  Without enough demand, the economy cannot grow.

And if our economy stagnates, we’ll have too many designers with too much time on their hands creating too many parodies of the new logo by the Gaaaa….nah, couldn’t even write it out.  You’ll just have to look elsewhere…perhaps to Twitter Whoever is doing those posts is obviously over-educated and under-employed.  Here are a few examples:

Thought we had questionable labor practices before? Now we’re going to exploit designers! Upton Sinclair would be proud.

This thing blew up faster than Kirstie Alley locked in a room full of oreos.

Peter Arnell just called. He didn’t say anything – all we heard was laughing on the other end of the line. What a dick.

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