New York–“Don’t confuse your logo with your brand,” Tom Burke, senior vice president, marketing and e-commerce for Discovery Channel Stores, said during a Thursday roundtable discussion at Shop.org’s FirstLook 2005. “Marketers at times get too wrapped up in their logos, and it can ruin the direction of the brand.”
Want to quickly know if you’re staying true to your brand? The next time you’re studying customer behavior, try a comparison shopping study. Cover up your logo and see if your customer can identify your brand. If you’re communicating your message properly, Burke said, customers should have no problem.