A Logo Is Not a Brand

By     Jul 20, 2011
   

A great post by Dan Pallotta on the HBR blog site. He talks about brands as a whole range of things -- tangible and intangible -- that contribute to your customers' perceptions. I found the article a good reminder that as organizations that deliver experiences, we must keep our brand in the forefront of our minds.  We should put ourselves into our customers' shoes, thinking about all of the details that affect their perceptions. What's your organization's brand?

A Logo Is Not a Brand - Dan Pallotta - Harvard Business Review.