Brands are more than logos…

Is this a good brand ? An important question but almost always asked in the wrong context.  “Is this a good brand” almost always asks for a judgement on a logo or a tagline or a creative execution.  Brand is far more than a logo or a tagline.

Destinations need to focus on what creates their brand image…what makes them special…what people talk about when they come home from the visit. This is a lot tougher than making a random call on whether the ad looks “good”.

How much is the the logo worth in this process ? I like Seth Godin’s recent blog Logo Vs Brand. It captures the place of the logo in the branding process nicley…

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