These big companies didn't want the logo to be part of their story, they just wanted it to fit in with all the other big company logos. The only thing the logo said was, "we're a big company with a big company logo." (by Seth Godin)
This is a new idea for me, I always believe that logo must be unique and meaning, and audience can easy understand that the story of the brand. In this new concept, logo become a identity which can locate the position in the market, and base on the same position with your competitors, then create the different story to attractive audience. I think the advantage of this strategy is rapidly building the branding, and get into the market easily with appropriate price!
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