EMBA的小眼睛

Logo vs. Brand

Spend 10,000 times as much time and money on your brand as you spend on your logo.

Your logo is a referent, a symbol, a reminder of your brand.

But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.

Nike spent $250 to buy a swoosh. Probably a little more than they needed to. But the Nike brand, the sum total of what we think and believe and feel about what this company makes--it's now worth billions.

The swoosh is just pixels.