By Dr. Fridrik Larsen
You can’t judge a book by looking at the cover was how Bo Diddley once put it. You can apply this to brands in the energy space by phrasing it: You can’t judge a brand by looking at the logo. A brand is not defined by the logo, it is judged by feelings in the hearts of consumers and it is defined by knowledge and connections in the minds of consumers.
Branding is not the process of designing or updating a logo.