Logo và thương hiệu

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

Your logo is a referent (tham khảo), a symbol (biểu tượng), a reminder of your brand.

But your brand is a story (câu chuyện), a set of emotions (cảm xúc) and expectations (kỳ vọng) 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.

Bài trước: Không thể là nơi đỗ xe hợp pháp