More "No Bullshit" from Black Dog

From the fine folks at Black Dog:
"Names and logos are important, but they’re just packaging. Brand shouldn’t ever be a term for manipulative spin or a quick-fix image refresh. Brand is what you stand for, who you are, what you do, why you matter. The logo is just the image you use to identify your organization- it’s how we know who made something and what that something stands for. A logo is a visual cue; a proverbial shortcut. A Logo is a business asset; it is not a brand. You can slap any label on it you like, but what your customers really care about is what’s inside. What are you really made of? What are you passionate about? What are you committed to? Why do you exist, besides just making money? What are your values- because that’s what’ll determine what ingredients you will and won’t use, what lines you will and won’t cross, how you’ll treat your employees…"

You can read the rest from their blog post "Why BRANDING is a dirty word" by going here:    http://blackdogstrategy.com/blog/