A Cool Time For Brand Refreshment!

We just had our first cool weekend here in the South since back in May.

This morning at my log cabin in North Georgia, my iPhone posted a temperature of 54 degrees. Since I can remember, seems that every August we have a cool-down that seems to refresh the air and revive the soul.

In some ways, this cool-down is very similar to what’s going on out there in our marketplace.

Consumer spending is down. Consumer savings are up.

For how long have we been told that Americans had stretched their credit card limits?

GenXers grew up thinking of their credit card as an extension of their checkbook. No joke. We did a set of focus groups for a financial group and GenXers talked about how much easier it was to use their credit card than carry around a checkbook.

The banks and credit lenders make it sound like we are in the depths of a frigid January blizzard. From Capital One to Visa to Citibank to American Experss…not only have they each promoted their credit cards, but made cash payment look plain stupid.

Oh well… Just like my father taught me…we are all accountable for our actions.

I actually believe that market cool-downs are good.

Just like waking up in that cool mountain air makes the body feel refreshed and revived…market cool-downs can do the same for a brand.

The 8/18/08 edition of Business Week features a story about Gap’s new design chief Patrick Robinson. Patrick is a leading GenXer at 41 years old.

Patrick is actually in the midst of more than a simple cool-down. As the article says, “sales remain anemic” at Gap, “an apparel chain that has grown too big and lost its way.”

Patrick is pushing Gap to reconnect with its roots and bring clarity back to its brand with a cohesive look and brand experience. Something that Gap strayed from when they moved with the industry in focusing instead on “fast fashion-rapid-fire mini-trends.”

Seems that Gap, under the direction of former Disney executive Paul Pressler, got addicted to doing focus groups and very rarely got out into the marketplace and the stores.

Isn’t funny how addicted to conventional focus groups the MBA-execs have gotten? Not that sitting behind the mirror with their martinis and shrimp cocktails is driving their passion to do them.

Patrick is also focusing efforts on a more defined 25-34 year old age group and is spending time out in the marketplace visiting with them and getting to know them.

I hope that Gap gives Patrick time to refocus the brand. In all likelihood, if they do, the Gap brand will be refreshed and revived.

Over the course of the past two weeks, BrandVenture has received calls from three firms that are using the cool-down time to refresh their brands with new thinking.

Frustrated by the economy, the marketing and management teams have finally decided to sit back, take a moment and get back in touch with the marketplace and their customers.

These cool-downs in the middle of August are a gift of refreshment.

Last night I actually turned off the air conditioning and opened up the windows. In addition to enjoying the nice cool breeze, I was intrigued by the sound of all the crickets, birds, frogs and turtles.

Same thing I hear from clients when we get out and talk with their customers.

Hey…refocus during this economic cool-down, call us and let’s journey!