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We Finished In Last Place So...

...after firing everyone responsible, we're designing a new logo.

Yep, that'll work.

THE TAKEAWAY: Whatever your organization's problems, they weren't caused by your logo. Whatever the solutions, a new logo is usually an expensive, unnecessary distraction.

Are you going to drink more Pepsi or Pepsi products now that the logo has morphed into some weird emoticon?

Were I Pepsi's marketing guru, I would have found a way to distribute Gatorade Endurance Formula to stores, well, ANYWHERE, thus pleasing us triathletes who think their current eye-dropper-like distribution strategy is resoundingly idiotic.

And raise your hand if you think the Detroit Lions' new logo will pull them out of last place. Or make their fans forget 2008. Oh, I know, it's part of the revival of a great brand, bringing new passion and energy...blah blah.

Heck, I call myself a "brand-builder" and even I don't believe that stuff. Brands are not logos and symbols, they're simply what organizations are willing to - and capable of - delivering.

Don't believe me? Consider the Chicago Blackhawks, one of hockey's original six teams. After more than a decade of utter futility on and off the ice left a fan base with barely a pulse, they're now thriving in the playoffs and filling the United Center with roaring, capacity crowds. New leadership. New attitudes. New players. Same logo.

So save your money. Sell stuff. Get some players.

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