7 Keys to Marketing Genius: SBG
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
I worked for a company called SBG (I am using the acronym here for anonymity). I was in charge of marketing and had just finished the beta version of the website. The co-owner of the company, after spending many hours and dollars on design, told me to leave the company logo off the website. He explained that he did not think the logo was a good match for the company.
I can understand his not liking the logo. What I do not understand is why he did not say anything before we had printed letterhead, business cards, and now a website with that logo. He told me many companies do not have a logo and picked up a magazine to show me all the companies that just had their name with no logo. There are many companies without a logo that just write their brand name in a font. A name written in its own unique and often-copyrighted font is a great branding tool. This is not the same as having a logo. When creating a visual presence and establishing a relationship, you should use all the branding tools available. A unique font and a logo are a minimal necessity.
I told my boss that I respected his view. I felt it was my duty as the marketing director to point out the advantages of having a logo on the site, but I would respect his wishes. When it came time to launch the website, I did not have the heart to leave off the logo, particularly when the rest of the company loved the logo. I decided to leave the logo on the site. I was laid off a few weeks later - just a coincidence I’m sure.