Social Media: the Double-edged Sword

Loyal fans fought for the Gap logo

Not unlike its PR predecessor, social media strategy provides a cost-effective way to reach audiences—with the added benefit of being able to hear back from them.  But be careful what you wish for.  As the Gap recently discovered, your biggest fans will be the most vocal when you disappoint them.  Sure, they’ll tell you about it, and that’s good.  But they’ll potentially tell millions more, too, and those folks may not be loyal enough to stand by you beyond the bad press.

As marketers, we need to remember how quickly information disseminates these days.  Snafus are magnified. Bad news travels faster. And WOM marketing has taken on a whole meaning.  Consequently, we need to heed the carpentry mantra of “measure twice, cut once.”  Test strategies before implementation where possible, triple check your communications and assume that most everyone will be listening.

Was Gap’s new logo pitch a ploy for publicity? That question may forever go unanswered, but their plight highlights the double-edged sword that is social media.

 

Is New Brand Strategy on Target for Target?

My trip to Target this weekend had me mulling over their switch to the new “up and up” brand. By now, you’re likely familiar with Target’s move to drop the familiar red bulls eye logo from the Target brand and replace it with colorful arrows.

Obviously, I can appreciate that they’re trying to compete with Wal-Mart. But isn’t a key element of positioning to differentiate yourself? The up and up brand feels more like Wal-Mart, giving me the impression of something cheap and of lesser quality.

I think Target should stick to their guns with their “cheap chic” strategy. Let Wal-Mart compete on price, and position Target against them. Don’t dilute the brand and walk away from hard-earned brand equity.

What’s your opinion?

Target private label. Credit: mypbrand.com.