The difference between brand and logo

The difference between brand and a logo has been discussed beyond where any really sane discussion should ever go. The reason it's still discussed is because people still don't completely understand what constitutes a brand. Certain marketers (including myself) would say 'everything' - from the way you answer the phone to the colour of the product.

One of the most successful bands in popular music over the last 20 years is the band U2. The 4 members have been creating sounds for over two decades and they are still at the forefront of music. These 4 Irish dreamers have conquered the music world many times over, and Bono, through his aid work, is now reaching millions of people his music didn't. Every single person I know has a favourite U2 song, every single person has a memory linked to that song, an emotion that gets replayed to that song, many even sing along as though they were Bono himself. Every one of their hits over 20 years sounds like a U2 song, yet none of them sound the same. If you heard a new U2 song on the radio you would know it was them long before the DJ mentioned the bands name - it's in the way they make music.


U2 songs have been played at weddings, funerals, birthdays, holidays, concerts, night clubs, and dinner parties. The have sold millions upon millions of albums in hundreds of countries around the world! It's success piled upon success - really large buckets overflowing with success. All of this without having a logo.