This collection of twelve giant companies all basically have interchangeable logos. But thats the point. The logo is not apart of their marketing story. I find it interesting how Seth points out that marketing storytelling is not about everything being done differently. Which is true. Just because a logo may appear similar to another companies logo does not make the company similar to the other. It's the different stuff where they company aims their marketing story to.
"If you're not telling a story with some aspect of your marketing choices, then make sure that aspect is exactly what people expect. To do otherwise is to create random noise, to to further your marketing." -Seth Godin
