Calvin Klein’s CK One campaign shows that using a universal Facebook page to support repositioning of a sub-brand has both benefits and disadvantages. Loyal Calvin Klein fans on the established Facebook community respond positively to updates about the new activity. However, fans’ enthusiasm for the parent Calvin Klein brand means responses are often off-topic, as consumers treat posts about the repositioning as an opportunity to praise Calvin Klein overall.

The negative social media response to the new Gap logo shows that it is important to test consumer reaction to important brand events before launch. Consumers were unimpressed with the “cheap” logo and the “out of touch” reaction by Gap to the criticism. Some explicitly state that the issue has “damaged brand reputation”.

WaveMetrix analysis demonstrates that, in times of uncertainty, intelligent use of social media can refocus consumer discussion towards positive aspects of the company