who needs a logo anyway
Out of context: Reply #5
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- BaskerviIle0
how can someone write an article about how logos aren't key anymore and use Nike as a reference point.
They have one of the highest brand recognitions of any company, thanks to their iconic logo.
Nike+ adds to the brand but the two work together. It's not either or.A brand is a set of associations in the someone's head that drives them to a certain behavior.
Those associates are more often driven by positive experiences. Nike+ is a positive experience which helps elevate the brand, but it was built on top 45 years of other Nike experiences that people had to draw from.
Branding is about experience, the logo and more importantly the look and feel cover the visual experience only. There's still audio/visual, environmental, interaction, tone of voice, customer service experiences and more besides.
The most successful brands do all of those experiences well.