a brand promise matters

Hugh McLeod once again hits the nail on the head with this cartoon. Logos only have value when people associate something they value with them. A logo alone does not convey meaning. When a company, product or service has an established brand promise and a meaningful way of being, people start to ascribe that meaning to the logo (and the company, product or service behind it). A brand promise matters when it relates to the needs, beliefs, interests and aspirations of people, and promises to make their lives better and more gratifying. A brand promise matters when it creates positive feelings...