Gap started struggling when trends changed in the 2000s. The company tried to boost sales by slashing prices, but disastrous cycles of discounts eroded the brand’s value. In 2016, the CEO admitted to an identity crisis and a lack of creative vision. Gap no longer shapes culture as it once did. Gap must address a perception of deteriorating quality and a lack of clear differentiation. We set out to revive Gap’s position in culture by clearly owning the brand's core to resonate with today’s youth and recapture those who grew up with the brand.