Gap Rebrands Itself Into Oblivion?

The many self-ordained branding experts currently chattering about Gap probably have it all wrong.  Just because Gap has put a new logo out there does NOT mean they've rebranded themselves.  A logo is not a brand!

My hunch is that they've put a teaser out there to get people who are interested enough to offer their own insights on what the Gap brand means to them to do so.  Indeed now even the President of Gap, Marka Hansen, is telling us that she is interested to hear what's on the minds of their "passionate customers" to help guide Gap through the evolution to the "next phase of of Gap."

It sounds to me like they understand they are having a brand identity crisis and they are reaching out to the marketplace to provide feedback so they can gain an understanding of just exactly the Gap brand means to people today.  They are reaching out to understand how the Gap brand currently connects and resonates in the hearts and minds of consumers.  They will then have a basis for understanding the equity the brand still has and how it has already evolved in consumers' minds.  Then all Gap has to do is build on what is there and try to incorporate new attributes into their rebranding strategy.

I think they are brilliant.

The "new" logo isn't the end of their rebranding process, it is just the beginning.
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Read the .BrandChannel.com original article.