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My old boss called my logo refresh 'a haircut on a sick dog' and I haven't stopped thinking about it
I grabbed coffee with my first marketing director, Dana, two weeks ago in Cincinnati and she dropped that line about a rebrand I was proud of. At first I was ticked off, but she pushed me to answer one question: what do customers actually believe about us that they didn't a year ago? I couldn't name a single thing, which meant I'd spent $9,000 on new fonts instead of fixing a weak promise. She said logos don't build trust, they just remind people of the trust you already earned somewhere else. What's the dumbest money you've watched a company burn on a pretty new look with nothing behind it?
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bethj443d ago
Haircut on a sick dog" is fair. Pretty fonts can buy you time to fix the real problem.
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