The truly staggering press release that accompanied the London 2012 Olympics logo launch tried to tell people what to think.
They hadn't seen my old favourite - Joey Katzen's logo game which shows how little logos actually register.
They certainly hadn't anticipated the unfortunate epilepsy incidents when they wrote this,
The new emblem is dynamic, modern and flexible reflecting a brand savvy world where people, especially young people, no longer relate to static logos but respond to a dynamic brand that works with new technology and across traditional and new media networks.
And they were surely tempting fate by adding
It will become London 2012's visual icon, instantly recognisable amongst all age groups, all around the world. It will establish the character and identity of the London 2012 Games and what the Games will symbolise nationally and internationally.
Seth Godin's terrific characterisation of a logo as "a placeholder, a label waiting to earn some meaning" is absolutely on the money. It also seems to me to be applicable to the underlying product/service itself.
You create something remarkable and, if it truly is remarkable, then your users and audience will ascribe a portfolio of values to it.
You make marketing history the old fashioned way. You earn it.