Branding

The Truth about Branding

The Truth about Branding

LOGOISM AND PAVLOV’S DOGS The first belief about Branding that needs to be pulled down is what I call “logoism.” True and false propositions: Your Brand equals your logo. — FALSE Your logo is a statement of who you are. — FALSE Your Brand Ethos is who you truly are. — TRUE As I have already said, your Brand is your Ethos, the fullest statement of who you are. People don’t fall in love with logos, but they do create committed relationships with Brands and are fiercely, defiantly, and sometimes irrationally loyal. The signature look and color of a logo […]