Comment on Node ant

David Kluskiewicz — Mon, 27 Oct 2008 12:53:04 -0400

How can a logo, conceived outside of your business's strategy and objectives, possibly reflect the value of an organization?

The process of developing a logo - researching the market, talking to customers/stakeholders, aligning visuals with actual communications objectives - is as important (maybe even more) as the final output.

Fast Talk Response -

David Kluskiewicz — Wed, 02 Apr 2008 00:12:43 -0400

Definitely not. Since the features of so many products and services can easily be copied, you have to communicate subtle differences - for example, a unique team or a special vision for the future. Sure, there will be commodity purchases, where price is the only deciding factor. But for value purchases, the backing of branding and identity signal a commitment to customers with a time horizon longer than the next minute.