Proper logo usage is a must for businesses of all sizes.
A logo definitely serves as a visual shortcut. But...
A marketing rule of thumb applies to taglines.
A brand’s personality is a shorthand way to convey its belief system.
It's a matter of satisfying needs vs. fulfilling wants.
A brand can exist in the abyss of mediocrity. But...
The answer depends upon whom you ask.
Marketing is everything a company does that touches a customer. EVERYTHING.
“Brand” as a noun and “branding” as a verb have different meanings to different people.