Happy Friday,
How was your week?
Are your resolutions, if any, holding?
For brands, January marks a time to review the previous year to prepare for 2026. Resolutions can take many forms, and a rebrand would be the most drastic in both effort and impact potential.
Barbie remains one of the most successful in recent years, masterminded by Richard Dickson and his team, who have turned it around and recaptured the magic of Barbie.
He simplifies his playbook into 3 things;
Brand Purpose at the epicentre of it all
Design should be led by innovation
And execution excellence
One brand that wasn't so lucky is Gap, which accumulated failed comebacks for nearly two decades; their most notorious one is, for sure, their 2008 rebrand. Consumers were ruthless, forcing the brand to revert back in just six days.
So it came as no surprise when he was appointed CEO of the GAP brands 18 months ago,
This week, I wanted to share some of his comments about what makes a brand immortal, (spoiler alert) brand purpose is here again at the top of his list but also that:
Brand building can no longer be a monologue but a dialogue with consumers
Live authentically its brand origin story
Have Cultural Relevance
All in order to (re)build trust and recapturing the magic of what made Gap, Gap like:
With their new campaigns:
Get loose (shot vertically for more social shareability, btw)
And it's working! Just look at the share trajectory, which has doubled since his arrival.
Today is Quitter's Day, so don't be too hard on yourself if you have already forgone your resolutions.
See you next week
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