Who has the better logo: McDonald’s or Burger King?
Close your eyes and think of the Batman symbol for a second.
Now, nearly 60 years later, you’re as likely to spot Fjällräven’s iconic fox logo on a backpack in Brooklyn as you are on a trail in the Arctic Circle.
As more and more companies adopt a purpose-driven strategy, one of the key questions that needs to be addressed is how to measure the return on investment from a purpose-driven initiative.
Search Amazon for books on branding and you’ll get over 10,000 results.
Powerful brand names are stories distilled to one word.