The big trouble with that little logo.

Your logo may be good. Hell, it may be great. But it’s not a magical talisman. It contains absolutely no juju. And—hear us on this—you won’t increase sales by forcing people to stare into it.

Yes, this is a post about the all-too-common practice of putting logos in the corners of commercials. Or, more specifically, it’s a post about why you shouldn’t do it.

Firstly, humans don’t multitask well. If they’re looking at a logo in the corner of your video, then they’re not paying attention to the story in the middle of the screen (you know…where the benefit is being presented).

What’s more, many people will stop watching a commercial precisely because they know who it’s for. “Oh, a denture cream company wants 30 seconds of my time? Hard pass.”

Better, then, to set the hook with something interesting. Even if folks don’t necessarily know who’s saying it yet. Savvy marketers understand that exposure to a logo doesn’t increase sales. Exposure to a benefit does.

So here’s our recommendation: Make commercials that people will enjoy watching. They’ll be entertained. They’ll learn a little something about you. And, if they’re ever in the market for what you sell, they’ll undoubtedly remember you.

Or you could beat them over the head with your logo. Maybe you’ll trick someone into buying.