Brand, Visual Identity A perfect example of the limits of research  A new paper published in the Journal of Marketing Research suggests that in spite of the fact that McDonald's is the far more successful company, on paper, the Burger King logo is a better logo. Such research is a perfect example of why so much marketing research sucks. Therefore this article is required reading.   First, your brand is not a logo. Second, asking people hypothetical ‘would you’ questions is so different than asking ‘why did you’ questions. Missing summary: Successful brands balance a 360/3D promise of how they help. Your logo is a very important facet, but it is meaningless without an understanding of the whole story you tell. Logos are just one element of a very complex system. To study them in isolation is a fool's errand. Article: These Scientists Studied 500+ Logos. Here’s What They Discovered About Good Branding