Summary
If your kids yearn for food as you drive past a McDonald's double arch sign, it is because the logo reminds them of the experiences they've had with McDonald's. They want to have such experience all over again. The logo reminds them of the experience and they want an encore because the experience was good.
As you can imagine, Detroit, like other big cities, has many restaurants. Assuming all of them are owned and staffed by Blacks (but they aren't), calling your restaurant "Detroit Black Restaurant" does not really represent branding, nor does giving out your beautiful logo-adorned business cards at a tourism conference downtown.When you mention the name Ford or when someone sees the Ford logo, it evokes a certain sentiment because Ford has made a deep and lasting impression in the minds of people over time. It has taken permanent residence in the minds of those who need, use, discuss or deal with the types of automobiles it makes. And if it is a positive occupancy, Ford wins, but if it is negative, Ford suffers.[...] instead of "Buy Black," I would promote "Buy Quality Black" because I believe there are individuals and organizations providing quality products and services in the Black community and patronizing them encourages them while challenging others to step up.See the full content of this document
Extract
Why Branding Goes Beyond Fancy Name and Logo
Many people tend to see branding as all about creating, enhancing and promoting a fancy business name and logo, which are good to have. I can't imagine a serious business (or non-profit organization) without a name and logo.
Business name and logo are important to identify a business, but not necessarily to make people in the target market favorably and loyally...See the full content of this document
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