The Difference Between a Brand and Logo in 30 Seconds

I recently rewatched an old Behind the Brand interview with marketing guru Seth Godin, and he so eloquently described the difference between a brand and a logo, I wanted to share it here.

TL:DR, a logo is important, but if your branding (your mission, your values) is strong, your logo becomes secondary.

That said, with the recent news of Kleenex–a brand synonymous with facial tissues–pulling out of the Canadian market, it goes to show that strong branding alone doesn’t always guarantee strong sales.

It also gives hope to underdogs everywhere. The Kleenex story shows that even if there’s a clear leader with strong brand recognition in your industry, your brand can still take a nice big chuck out of their marketshare… with the right strategy, of course. And when you do, maybe you could pass them a “Scottie” so they can dry their tears.