brands that matter behave in ways that matter

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...