Point of View: The power of branding

This article discusses the importance and unimportance of logos in branding. Designers and marketers often attach meaning to logos that consumers do not: consumers rarely consider what the deeper connotations of a logo are or attach any intrinsic meaning to it.

Point of View: The power of branding

Byron SharpEhrenberg-Bass Institute

It's not uncommon for marketing consultants to preach the need for a meaningful logo, something that communicates by itself, from day one. For example, Ries and Trout used to argue that brand names like 'Head and Shoulders' were much bett

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