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 better than meaningless names like 'Pantene' or 'Vosene', though the evidence seems to be against them. And design houses love to show collections of 'meaningful' logos, even if they really just mean 'clever' logos.
It's obvious where the idea of deep, meaningful logos comes from. We marketing people, of course,...