you have nothing worth communicating
From What Great Brands Do: Unless and until your culture is expressed clearly through your customer experience, you have nothing worth communicating.
In light of recent high-profile brand logo changes — Southwest Airlines, Hershey, and WWE — it seems a good reminder that great brands build their brands by cultivating a strong brand-led culture inside their organizations — and they save brand communications for later. A new logo or a fresh look might prompt people to reconsider the brand, but only a compelling and distinctive brand experience will effectively pay off that attention and truly change brand perceptions. So they ensure they are delivering the brand values they aspire to before they express them.
Do you think Southwest, Hershey, and WWE have gotten the order right? Are their new logos expressions of the new brand identities they embody, or are they merely lipstick on a pig? Comments are open!