A Brand Is Not Just A Logo

Generated via AI with Adobe Firefly. A man walks into a retail store and offered a glass of bubbly.

Have you ever been handed a glass of bubbly when walking into a clothing store?

I have. I was in Geneva, Switzerland in 2003. I walked into a Diesel store with my now husband. Hip/retro music was playing (I recall something like Joy Division or was it New Order?) and we were promptly offered a glass of bubbly while we shopped. That was 21 years ago and I still remember it. I can’t even picture what the Diesel logo officially looks like. But I remember how it made us New Yorkers feel. A brand is not just a logo.

The visual brand of a company is incredibly important but it is not the only way a company can extend its brand strategy and experience to its audience.

What experience have you had where a brand made you feel special, cool and most importantly, Welcome?

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