Months ago the apparel brand GAP introduced its new logo in stealth mode, which created such a backlash that even the most experienced brand professionals were surprised. Truth to be told, no one was expecting such fury. Eventually, the brand had to take a step back and announce that it will use its old logo. That incident is a prime example of the shifting power in mass communications. No longer corporations could push their message and expect consumers to accept it at face value. Instead, they have to facilitate a two-way dialogue. Only the ones that do seem to succeed these days. Case in point: Starbucks. Read the rest of this entry →