Brand is not a Logo. Or is it?

You know the whole 'brand is not a logo' thing, which is on my No shelf next to the Color Psychology Chart, the Typography in Logos exhibit, the Brand Archetypes wheel, and the Marketing vs Branding overviews?

I was having a conversation with my esteemed colleague Darbo Scalante and while generally discounting those disingenuous platitudes we decided to extract the underlying truth about them. We discussed the real truth about the Brand & Logo issue first, and we were enthused at how we resolved it; and if you are in Mexico and work with Darbo (you should, he's very talented), as you can see there's an insightful new poster in his office.

Stay tuned for insightful resolutions to the other platitudes.