The Gap learned that lesson the hard way, after debuting a new logo earlier this week that immediately touched off a customer backlash. Now the retailer says it's rethinking the change.
The store's new logo updates its 20-year old predecessor with a smaller blue box sitting above the "p" in Gap.
Since the logo's debut on Monday, Gap (GPS, Fortune 500) customers have been storming social media sites like Facebook and Twitter to tell friends -- and the company -- just how they feel about the new logo.
"This is the worst idea Gap has ever had. I will be sad to see this change take place," a Facebook user wrote on Gap's Facebook page. "If this logo is brought into the clothing [store] I will no long[er] be shopping with the Gap. Really a bummer because 90% of my clothing has been purchased there in the last 15+ years."
To appease disappointed customers, Gap immediately responded to the feedback -- and asked for better ideas.
"We know this logo created a lot of buzz and we're thrilled to see passionate debates unfolding! So much so we're asking you to share your designs," the company said on its Facebook page late Wednesday. "We love our version, but we'd like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project."