thedailywhat:

Shocking News of the Day: After a bit of (faux?) hemming and hawing, Gap has officially announced that it is scrapping its universally despised re-branding effort, and returning, effective immediately, to its trusty blue box.

From the press release:

Last week, we moved to address the feedback and began exploring how we could tap into all of the passion. Ultimately, we’ve learned just how much energy there is around our brand. All roads were leading us back to the blue box, so we’ve made the decision not to use the new logo on gap.com any further.

Successful troll is successful?

[adfreak / image: @oldgaplogo.]

Aside from the funny aspect of these events, I think GAP’s management has learned a lesson about blind marketing activism surrounding your own brand.