Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile.world.

Welcome to the second episode of the agile world.

In the last episode I talked a little bit about

branding as vocabulary and how it's really our job as

branders and marketers to teach people the words and phrases and meanings that we want people to use when not only they think about our brand, but when they talk about it with others, when they share things on social media, when they're recommending us

to their friends.

Today I'm going to talk about how a brand is more than a logo.

A lot of, I come from a design background,

so the graphic design aspect of branding certainly

is something that's fascinating to me. I've certainly designed a lot of logos over the years. It's something that when a company re-brands, it's one of the first things that I look at is the graphic component of it.

But we know that that's really just one component.

And a great logo can certainly be memorable.

It can win you awards.

It can, it can adorn t-shirts and buildings and so on and so forth.

But at the end of the day, a logo is meant to represent something much larger and even mediocre graphic logos can

represent something much much bigger and much more meaningful to people.

Simple logos can do the same.

There's everything from Sony's wordmark to Apple's very simple Apple,

which really

come to represent such a wide spanning company that does so many things in the digital world.

There's a quote by Seth Godin that I used in my book,

...