Gap, have you heard of crowdsourcing?

by Julian Westaby.

Well, well, well it seems that the ‘power of the people’ has had an overwhelming effect on Gap. The might brand of Gap has executed a speedy ‘U-turn’ of which even the DVLA would be proud!

Why so? It appears that customers always come first, Mark Hansen the president of Gap Brand North America says so, so it must be true.

It appears that customers called for a return to the blue box logo in such numbers on Facebook that Gap had no option but to listen to them. Mark Hansen said;

“We’ve been listening to and watching all of the comments this past week. We heard them say over and over again they are passionate about our blue box logo, and they want it back. So we’ve made the decision to do just that – we will bring it back across all channels.”

Now we don’t want to blow our trumpet however, we’ve been talking about crowdsourcing for a while now and we were quoted in Michelle Rodger’s column in the Scotland on Sunday on 11.07.10. This is what we had to say on the subject:

Claire Dunning says crowdsourcing is a cost effective, realistic and more or less instant way to get to the needs, thoughts and views of your target audience, and it also provides a platform to interact and have a dialogue. It works because of the proliferation of social media.

Founder of Dunning-Creating Sparks and former president of Glasgow Chamber of Commerce, she has used crowdsourcing for lobbying – via LinkedIn – and building a fanbase on Facebook.

How powerful a tool is this now and for the future? Dunning says you can’t put a price on it. “Now there is no need – and this is the real appeal for SMEs – to engage in market research, just get in touch through LinkedIn, Twitter or Facebook and have real time, two-way conversations with the people that matter.”

The Gap president also admitted that they “did not go about this in the right way” and “missed the opportunity to engage with the online community”.

“There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way,” he said.

Hey Mark, a word to the wise – Try Crowdsourcing!

Claire Dunning says crowdsourcing is a cost effective, realistic and more or less inst

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ant way to get to the needs, thoughts and views of your target audience, and it also provides a platform to interact and have a dialogue. It works because of the proliferation of social media.

Founder of Dunning Design and former president of Glasgow Chamber of Commerce, he has used crowdsourcing for lobbying – via LinkedIn – and building a fanbase on Facebook.

How powerful a tool is this now and for the future? Dunning says you can’t put a price on it. “Now there is no need – and this is the real appeal for SMEs – to engage in market research, just get in touch through LinkedIn, Twitter or Facebook and have real time, two-way conversations with the people that matter.”