New Logo

There are things a marketer can do to improve business performance. A new logo is not one of them.

At worst case, you become Cracker Barrel. At best case, absolutely nothing happens. Either way, dollars are spent and time is wasted.

Thirty years ago I worked for a Sr. VP who suggested that business was 70% merchandise, 20% marketing and 10% creative. If marketing is 20% of the reason why a business is successful (it's more than that, by the way, not a lot more, but more), the tactics you choose to work on define whether sales are +10% or -10% ... in reality, they're the reason why your business is profitable or unprofitable. Yes, correct, it's that important. All of the little things you should be working on add up and make the difference between profit/loss.

In other words, you can't waste your energy on a logo.

P.S.: Yes, I realize I just offended 40% of you.