Jaci Russo questioned the cost and creativity of the new logo for the World Trade Center, saying the logo did not provide the emotional connection that wise brand leaders are encouraged to attain.

During her "Brand Buzz" segment on "Nathan & Bernie in the Morning," said she was boggled by the logo because she felt the "whole global community feels some sort of point about 9/11 and the World Trade Center towers."

 

 

The cost of the new logo also cost $3.47 million, a figure Russo found alarming.

Branding is all about making an "emotional connection...so perhaps the emotion they were looking for was confusion," Russo said. "If the strategy was emotion from an emotional level because it's the World Trade Center, then I think they might have missed the mark."

To listen to the full interview with Russo, click on the 'Play' button below.