opportunity 129 of 150 I used to be in advertising and was always happy when a client ignored my advice and spent a bomb on developing a name and logo for their business, product or project. It is not unusual for businesses to spend a fortune on these two requirements. The question is – how […]

opportunity 129 of 150 I used to be in advertising and was always happy when a client ignored my advice and spent a bomb on developing a name and logo for their business, product or project. It is not unusual for businesses to spend a fortune on these two requirements. The question is – how important are they, really? The fact is, they are important, but rarely as important as advertising agencies and clients seem to think. Ideally, a name and logo, particularly when combined with a strapline should be distinctive, memorable, flexible, adaptable and durable. However, it is not essential that there be an underlying meaning. I was once engaged to prepare a marketing strategy for a business targeting the Middle East. Their logo was a symbol that was difficult to distinguish from a German Iron Cross. I took the view that this was not ideal – given the…