Turn Your Biggest, Stupidest Mistakes Into Public Relations and Customer Relations Opportunities.
Recently, established retailer THE GAP decided to change its logo -- to give itself some kind of "facelift." Stupid idea. Failed Experiment. Customers hated it. Critics said that the new logo looked like some stupid, cheap clip art. Tim Gunn (an expert on virtually everything fashionable except monetary policy, and the US has Ben Bernanke to "shape" that -- hint: brown, steaming, foul-smelling with a halo of flies buzzing about its apex...").
After a great deal of free (but seemingly adverse) media exposure, GAP switched back to its traditional logo. They could have made this highly-published flop into a media holiday. They could have said, "Our loyal customers have spoken. They want their GAP logo back. We'll, we've listened. It's back. Can you ever forgive us?"
"Our loyal customers have spoken. They want their GAP logo back. We'll, we've listened. It's back. We've located the individuals responsible for this hideous miscalculation, and have locked them in a room. Now, our loyal customers, we'll need your opinion again...should we merely fir these people, sue them or stone them. We'll need your input."
"Our loyal customers have spoken. They want their GAP logo back. We'll, we've listened. It's back. We apologize...after all, when they tried to make ketchup bottles with wider necks, everyone screamed -- but they're still punching the bottoms of those ketchup bottles to get their favorite flavoring out, right? And when Coke tried to re-brand itself with "New Coke" and "Classic Coke" they almost had to call out the National Guard -- but did people stop drinking Coca Cola -- Heck, no! Several generations of folks use it as a mouthwash! You still love ketchup. You still drink Coke. Well...come back home to us and fall into the GAP. You know, we might even have a few special items at tremendously reduced prices in a special "Guilt Sale" at selected locations.
You get the point. Almost any mistake can be turned into any opportunity. Marketing is a clever type of interpretative opportunism.
Faithfully,
Douglas Castle
MAD MARKETING TACTICS™ !
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