"Make it bigger!" an executive screamed as I desperately sought a sign-off on an ad for a major fashion brand. It wasn't the first time this situation had come up. In fact, it seemed like every meeting ended up in discussions about the placement and size of the logo. It was as if, over time, the logo had become the holy grail of branding; the rest was more or less an add-on.
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Best regards,
Klaus Walkusch
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