If you ask them, they will answer

Recently, Gap learned a very valuable lesson in consumer behavior: when you give them room to take control, they will.

Last week Gap launched a new version of their logo, revealing it for the first time on their website, without much announcement. There was not very much press surrounding the logo switch, until the Gap opened up a conversation about their decision on their Facebook fan page. Instead of announcing their new decision, and handling the reaction accordingly, the Gap instead asked for consumer feedback about their decision. They even invited consumers to share their own designs.

Following this post was a quick  spreading consumer backlash. From consumer generated logo contests, a Twitter parody account, and even a Crap Logo Yourself website.

Should the Gap have expected this type of reaction? In a sense, yes. When you ask consumers for their feedback, they are going to give it to you – whether it’s positive or negative. Especially in a world so involved in social media, consumers thrive on the opportunity to interact with the brands they know and love.

Perhaps the Gap should have transitioned logos the way AOL did, discreetly and without consumer input. When AOL changed their logo, many people were unaware. Some people may still not know. The difference with AOL was they did not ask permission to make this shift, they made the decision and trusted their loyal customers to move forward with them. The Gap instead asked for permission. They asked their consumers to help them make a major business decision.

In the end, the Gap has decided to stick with its original logo, and despite some negative comments by consumers and a little mockery, I think they have managed to protect their overall brand. In fact, “Gap predicts that by 2013 online and international sales will account for 25% of its business,” according to Marketing Week.

The lesson Gap learned, and that other brands can learn vicariously: ultimately consumers own brands. In our digital world, consumers can now interact with the brands they use. Online platforms allow consumers to share information about brands, communicate with the brands themselves, and give feedback to brands. Brands must be very careful about their online presence and interaction with consumers. It’s great to be transparent online, but give a little room to consumers to take control, and they will.