More than a logo

1 min read

Brand is a tool for influencing choice. Brand is not made of visuals or words alone — it’s not a logo or a slogan. Nor is it a figurehead, such as Steve Jobs. Those things are simply ways to communicate the brand. Although a figurehead such as Elon Musk or a logo such as McDonald’s golden arches can and do serve to effectively deliver the brand message, ultimately, a brand is formulated through a larger set of experiences. Flipping the flow of information from one-way to two-way (as discussed above) results in flipping brand from being a message to being an experience.