Do you pass the logo test?

If you’re the type of brand playing the advertising game, you better do it in a remarkable way. My favorite advertising evaluation is the logo test.

Basically, the logo test teaches us that if you can replace your logo within the advertisement with a competitor’s and the ad still works, you’ve got an ineffective, forgettable and unremarkable message.

I would say most brands share their messages in safe, boring ways. However, here’s a few that you can probably recognize without ever seeing a logo:

Apple’s Mac vs. PC

Absolut Vodka

Chipotle

So, what do they have in common?

Well, for starters, their messages are consistent, unique and directly connect to the fundamental brand story.

It certainly helps when the products themselves are remarkable.

How about you? Any examples to point to?

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