Silly Little Country

No Logo - What Nonsense

There is a Canadian twit who has logo'ed "No Logo". But how wrong she is. And here, a guy who works for a company that is a total opponent of mine in the market, explains exactly what is important about Brand and Logo.

But a brand must go beyond a promise. To me, a brand is a cause - a guiding light. For fulfilling expectations, certainly, as well as dealing with the ill-defined and unexpected. It's what tells your employees how to act when circumstances (and customers) go awry, or well beyond a training course. My first real experience with that was a personal one.

It is a great story; go read it. It is what investing in a brand is about.

posted by Alan Adamson @ 5:49 PM