With brands being compared to religions, brand experts need to learn and understand that individuals worship that with which they are familiar – because some of an individual's self-worth is wrapped up in the brands they love.  People identify with the visual expression of a brand they love, and oddly enough, express their identity (and individualism) by supporting the brands of the companies and causes that they buy from or support.

The business community at all levels needs to understand that design is a powerful process, and a management tool.  Thanks to our colleagues at Liquid Agency who show how design leaders are really management consultants for brand and business transformation.

If the new Gap logo had been well-executed, it would have been embraced and loved. You don't need to be afraid to revitalize your brand, but you need to create a logo that doesn't look like it came from an "Introduction to Branding" class.  With all due respect to Helvetica and blue gradient squares of course.