What if instead of asking to make the logo bigger in ads, what if we asked our designers and agencies to make them smaller?

What if we asked them to develop creative that was so compelling that people couldn’t help but seek out what company was behind it? (Apple did that)

What if we had a value proposition that stopped people in their tracks and made them want to learn more? (Airbnband UBER did that)

What if we had a brand look and feel that, for some reason, consumers always seemed to know that was us? (Targetdid that)

The bigger the logo, the less room you have to say things that are really important. Things that can capture their attention. A solution to a pressing problem.

We should be challenging our marketing departments to develop messaging that can affect people on a deep emotional level. To do any less is a dreadful waste of money and energy.

If you’re concerned that people won’t take the time to learn who you are that you need to make sure that at least they see your brand name, then maybe the problem is that you’re not telling them anything worth their time in the first place.

The end goal of all our marketing efforts should be to ultimately find ways to make our logo as small as possible and have people still care about what we do.