Seth Godin explains the difference between a logo and a brand

So let's talk about the difference between a logo and a brand. Companies spend way too much time on their logo. If Nike opened a hotel, I think we would be able to guess pretty accurately what it would be like if Hyatt came out with sneakers. We'd have no clue, because Hyatt doesn't have a brand, they have a logo. What it means to have a brand is you've made a promise to people, they have expectations. It's a shorthand. What should I expect the next time? And if that is distinct, you've earned something. If it's not distinct, let's admit you make a commodity and you're trying to charge just a little bit extra for peace of mind. The problem that Hyatt and Hilton and Marriott and the rest have is sort by price. Why would I pay $200 extra to go a block away? I don't. So what's the value of a brand? The value of a brand is how much extra am I paying above the substitute? And if I'm not paying extra, you don't have a brand.