A logo and a brand are not the same thing.
Here’s the difference, if Nike were to open a hotel, I think we could probably imagine with a fair amount of accuracy what that hotel might look like, might feel like. We probably have a pretty good sense of what the overall aesthetic of the hotel would be.
Now consider – if Hyatt suddenly start making shoes, I don’t think we’d have any idea what those would look like, what those would be like.
That’s the difference.
Because Hyatt doesn’t have a brand. It has a logo.
For example, if you start swapping logos in the hotel space at that level, Hyatt, Marriott, Hilton, it’s probably pretty hard to tell the difference if you’re walking down the halls, or if you’re in the room, or from the general look and feel of the lobby – we’re talking essentially about the same thing. That’s because again, they don’t have a brand, they have a logo.
A brand is a promise to the customer, to the audience. They have expectations of the experience of the brand, and if you have been able to deliver that, then you’ve earned something valuable.
