Neon Shadows and Broken Funnels: Why a New Logo Won’t Save Sales
Diana T.J. is currently balanced on a rust-flecked ladder, her fingers stained with the silver-grey residue of a dozen different industrial solvents. She is wrestling with a transformer that weighs about 19 pounds, trying to convince it to live within the cramped housing of a vintage sign. The gas in the tubes-a mix of argon and a prayer-is flickering in a rhythmic, sickly pulse that suggests a deep, internal failure. From her vantage point three stories up, she can see straight into the glass-walled boardroom of the tech firm across the street. It is nearly 9:00 PM, but the lights are blazing. The executive team is gathered around a mahogany table, vibrating with the kind of artificial high that only comes from a multi-million dollar aesthetic pivot. They are looking at a slide deck titled ‘Project Rebirth,’ which features a logo that looks remarkably like the old one, only the corners have been sanded down by 29 degrees.
They are clapping. They are pouring expensive scotch. They are celebrating the fact that they have finally fixed the ‘brand.’ Meanwhile, in the cubicle farm directly below them, a junior sales rep is currently struggling to send a proposal to a lead worth $49,999. The rep is using a Word document that was originally formatted in 2009, featuring three different font sizes and a broken link to a case study that no longer exists on the company’s server. The sales
