Recently, I have noticed a trend in companies changing their logos and creating an entire advertising campaign around that switch.

Huh?

How does changing a logo qualify a company for a new ad campaign? Especially when the message they choose is: “New logo, same company”.

Basically they are saying “we spent a ton of money to get a new logo for absolutely no reason”.

So, how can a company capitalize on a new logo?

They can create an ad campaign that talks about what else is new with the company. A new logo means nothing to the consumers. They don’t care that you spent gobs of money to come up with something “cutting edge”. They do care about how you treat them, the quality of your products and the value you provide.

A new logo is not a reason to spend huge money on billboards and TV commercials.

Improved service, more stores, better products PLUS a new logo? Now that is worth advertising.