Concepts are only the initial pieces. They're in abundance. Everyone has more than they have time to explore. It doesn't take long to come up with new ones. Wha

Concepts are only the initial pieces. They're in abundance. Everyone has more than they have time to explore. It doesn't take long to come up with new ones. What is true is that in some cases a concept might determine whether a company is able to be successful, but even in such cases the execution is far more likely to be the "make it or break it" work. Logos don't make or break companies.