Same here exactly - but with the definite additional caveat of the brand value (and I don't mean monetary or simply principles).Amor Vincit Omnia wrote:....I cannot see myself ever buying anything with the new logo, particularly in its lower case, left justified form. Upper case and centre justified might have me more interested...on the right watch.
Brand value to me is about more than just its (admittedly crucially important) values (principles).
Brand value encompasses also what it stands for beyond ethics and principles, how it chooses to operate and position itself in a market, how it communicates its story, its intrinsic desirability and its perception of quality for an honest price. It's about having qualities you won’t find everywhere or, ideally, anywhere else.
Seth Godin wrote a pretty good (if not exhaustive) summary: "A brand’s value is merely the sum total of...how often [people] choose the expectations, memories, stories and relationships of one brand over the alternatives."