Your example is a tough case. From a brand consulting perspective, I'd consider which brands have the most equity and stick with that. But to your point, there is so much bureaucracy that it wouldn't matter what the data showed. Perhaps it's just the company with the most power?]]>
I ask because logos are a reason of pride for brands but consumers are more practical, and not so stuck in logos and taglines.
What are you offering to me?
what is this service for?
How are you better my life?
Perhaps the question to solve your riddle should be asked from the consumers mindset instead of from the brand mindset?]]>