Ok. You changed your logo. And it backfired on you. All the design-nerds (me, included) said it was awful and they hated on you big-time via twitter and Facebook. So you did what every spineless organization would do: you folded like a card table at thanksgiving. You immediately announced you would scrap the new logo, (which you probably paid Laird & Partners a zillion bucks to re-design=$$$$$) and use crowd-sourcing (AKA: getting morons to do work for free) to create your new logo (sending the signal that you value the voice of the mob over the countless internal man-hours of your highly paid staff).
Here’s what I think you should have done: You should have IGNORED it.
In one week it would have went away and you’d have your new logo and things would have been fine. Joe Blow, (the people who buy your crappy clothes) didn’t even know you had changed anything. And if they did, they probably didn’t care. 99.99% of people in this country have bigger worries than logo redesigns.
A little spine goes a long way: just look at the GOP if you doubt me. They can’t do anything right and they are still going to win the next election. God help us all.
GAP: You are professionals, you market things to people FOR A LIVING, so don’t ask your mother if your logo is designed well! She won’t know. And you don’t ask bitchy, holier than thou, ad people either. They just love to shit on things too much. Part of your job is to know when you should listen to feedback and when you should ignore it. I think you should have ignored it.