VIEWPOINT: Gap's rebranding a disastrous move

VIEWPOINT: Gap’s rebranding a disastrous move

Just as BP's disastrous handling of the worst oil spill in US history earlier this year is already a public-relations case study in how not to manage a crisis, so too clothing retailer Gap Inc is likely to be remembered for all the wrong reasons after its rebranding efforts this week.

Just as BP’s disastrous handling of the worst oil spill in US history earlier this year is already a public-relations case study in how not to manage a crisis, so too clothing retailer Gap Inc is likely to be remembered for all the wrong reasons after its rebranding efforts this week.

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