Smart marketers understand that a new logo can’t possibly increase your market share, and they know that an expensive logo doesn’t defeat a cheap logo.
They realise that the logo is like a first name, it’s an identifier.
So, when entrepreneurs start ‘testing’ logos, and proclaiming that a new logo might change their market share, I get nervous. You can’t test a logo any more than you can test a first name.
I guess the punchline is: take the time and money and effort you would put into an expensive logo and put them into creating a product and experience and story that people remember instead.