Guest blogger Lloyd Northover co-founder John Lloyd joins the logo debate and argues that the logo still has a central role in brand building.
We are told that branding is no longer about logos and design – it is about everything else; it is about corporate behaviour, customer service, product design, product performance, environments, customer communities, consumer experience, consumer power, integrated communications. Of course it is; it always has been. Nobody I have met who has worked in branding over the past 30 years has ever claimed that branding is all about logos. But, there is no doubt that the logo has played, and continues to play, a central role in brand building.
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