A Greater Connection

Ever notice how some brands make a deep, emotional connection with their target customers? How they seem to be a mirror image of the individual and his/her lifestyle? Apple is certainly one of those brands. Same for Levis, Starbucks, Cabelas, Harley Davidson, Virgin and others. These brands fulfill a greater promise than their product benefits. They are an extension of the individual. They are a big part of their customer's world. They provide a deep connection, a cultural connection.

Better Red than Dead

Gap wants to be one of those brands. After years of squandering its brand (and shareholder) equity by marketing mundane beiges, whites and risk free, conforming styles, it's now inspired. By doing so it's making a better connection with its core consumer, those 20/30 somethings that are in touch with their own individualism and more engaged in the world around them. Gap is now "color connected". To us, that looks like a good fit.