Your response to the retailer in your networking group was dead on — a logo is not a brand, especially when it comes to the multi-sensory experience of environments! Reminds me of a simple lesson from an indirect mentor, Marty Neumeier: if you cover up the logo on a design or package (or, in this case, an environment) and the brand still sings out loud and clear, you have a successful brand expression.

Thanks for an inspired retort that I will also use with my clients!

Cheers –
Shelly B