What's the Gap's real story behind their new logo?

In case you have not seen it, Gap's debut of a new logo created much controversy over the past few days, with Gap coming out to say that not only are they open to suggestions but that this is a part of a new crowdsourcing project. I don't buy it. It feels more like an ill-conceived excuse to not stand by their marketing partner and their own convictions in the face of controversy.

By not standing behind their newly created mark, the company shows their weakness in direction. Gap needs to get back to delivering an innovative product and simple American storytelling. Something American Apparel and their CEO Dov Charney (a Canadian to boot!) stole right out from under their noses.

What do you think?

See the FastCompany story, poorly conceived PR stunt along with logo samples.

Posted via email from Jared Hendler

Adventures in merchandising...

Having just visited Hollister's new flagship store in Manhattan I was blown away by the experience they have created. No picture taking is allowed but surf, meets urban, meets art, meets dark, broody, club culture with a big dash of Ralph Lauren thrown in at a fraction of the price point.

A BIG reminder of the impact that bricks and mortar still carries as a part of the brand experience (when done right). So fantastic I would actually take friends there to hang out. Did I mention the product is fantastic too.

Good on Abercrombie and the merchandising department for not forgetting that in an increasingly digital maketing world, the sex appeal of the tangible is still a big deal.

Posted via email from Jared Hendler

Should Amazon be selling private label products?

Should Amazon be selling private label products?  No.  Why not?  While Amazon is an online retailer, I'll argue that the perception of their business and the relationship that the consumer has vs. a bricks-and-mortar retailer differs greatly.  The tangible nature of a supermarket, electronics, or clothing chain supports the believability and value created by private label.  While Amazon is a retailer, it is in fact a virtual one that has the perception and strength of being a neutral third party bringing the best choices in consumer products to their customer base.  Supporting their own brand conflicts with this idea plain and simple.

More on this debate can be read here.

Posted via email from Jared Hendler

Challenging the definition of mobile...

I'd like to challenge the very term of mobile as being superfluous. When we talk about mobile, we inherently think about a specific point in time when we are 'away'. A point between A and B. Whether it be literally in the form of our commute or business travel, or on a more figurative journey - exploring the best solutions for our rapidly evolving business.

Some of us think of mobile as determined by the device we are using. Aren't they all built for mobile, and don't we use them all in that way? When are we not mobile...in our offices, our homes...? Even so, I use smaller, mobile devices just as much in these 'permanent' locations as I would 'on the road'.

And so I argue that we are now always mobile - either as an evolving mobile workforce or on a journey towards a better evolution of our business.

Now more than ever, the journey is the destination and our success lies in the permanence of being mobile.