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BtoB

‘The Gap logo debacle: A half-brained mistake'

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Twenty-first century organizations need not just half a brain, but a whole, full, complete brain to cope with the realities of modern social interaction with brands, says Umair Haque, director of the Havas Media Lab at Harvard University. Haque makes this point in examining the debacle concerning Gap's new—and quickly withdrawn due to withering criticism—logo. Haque asks how and why did this train wreck happen? His answer: Gap neglected a key social media command by not opening its logo design process to markets, networks and communities.
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