A few weeks ago, I did a blog entry on columnist Malcolm Gladwell's views that Twitter and Facebook could never cause a social revolution or major change because they are all about weak links and they don't require people to make sacrifices.
Maybe he should have had a word with the management at Gap. They caved in completely when there was an outcry on web sites, blogs and Facebook and even a fake Twitter feed about their changed logo.
Check out the response and Gap's comeback on Facebook to give you some idea of the way we have morphed into a Web society.
No doubt there will be many that will say Gap misread the public mood. But then, the cynic in me wonders whether it was deliberate. The "mistake' has provided Gap with lots of free advertising and publicity, at zero cost. That's a pretty good investment.
Much like Kraft before them (who can forget iSnack 2.0) there is no way to know if GAP was hugely out of touch or exhibiting uncharacteristic brilliance. I however do question the sanity of those involved in even considering an expensive and unnecessary implementation of a new identity. Amid what is one of the most challenging economic environments of the past 50 years I am sure they could have found better uses for the many millions of dollars in fees undoubtably paid for three letters and an uncomfortably placed box.