How the Gap’s CEO uses ‘brand love’ to track the company’s comeback

Richard Dickson details how he’s employing the same pop culture playbook he used to resurrect Barbie at Mattel. Gap was never uncool. It just disappeared for a while. CEO Richard Dickson explains how he’s bringing it back, using the same pop culture playbook he used to resurrect Barbie at Mattel. He breaks down why he tracks “brand love” metrics on a dashboard hourly, why Sydney Sweeney’s viral jeans ad was actually good news for the whole industry, and why the biggest risk a brand can take is playing it safe.