A Marketing Case Study: Gap Takes It's Eye Off the Ball
AdWeek recently ran an interesting story about branding struggles at Gap retailers. In fact, the trouble is so deep, Gap is closing 175 of its stores to offset soft sales. This is what happens when the brand ceases to connect with its core consumers.
But let me ask you: how well are you connecting with your customers?
AdWeek's title for their article "The Gap's Biggest Problem Is That It Lost Its Brand Identity: Once effortlessly cool, now everything—and nothing—to everyone" points out what they consider to be the chief strategic branding problems at Gap; lack of clarity in their message and lack of focus on who their core consumer is and what they need. Since marketing at the Gap has taken it's collective eye off the ball, their whiffing, two outs and two strikes. I'm sure the remaining members of Team Gap are hoping they get a hit pretty soon here.
What is your key message? Who is your key customer? Do you have a winning strategy to load the bases and drive four runs in this inning?
Joe Hines at A-Cubed Marketing creates effective marketing strategies that help you win important games. Find out more. Fill out the lead form to the right of this page.