A number of posts on this blog have demonstrated how loud the voice of customers is now becoming – especially with the internet here as a mouthpiece.
Some try to use it to their benefit – eg, Mattel and Marmite. Others have been attacked by the loud voice. BP suffered the first major oil spill since Web 2.0 and immediately became the www tar baby of millions of actual and potential customers – who doubtless would have done nothing to voice their anger if the internet hadn’t provided them with a virtual megaphone.
My latest story is about gap, the clothing company, that recently decided to update its logo. It wanted to move on from the dark blue background to a smaller square, graduated, behind the p.
Looks harmless really. But no. Gap took the plunge and was immediately bombarded by its customers and told to go back to the old logo. A similar thing happened to the city of Stuttgart with its proposed new logo.
So who owns a brand these days? The marketing departments or the people who buy the brand?