logos in the world of their own

It's really awesome to know that power of logos to generate sales is not that strong anymore. Marketing people used to think (and to the great extent still do) that the logo is the brand's most valuable asset. It has a value in its own right. It does not only signify something of value, it is a value in itself. Put a logo on whatever, and its value increases. Whoa. Let me use my favorite example, Nike :) The brand first became popular because it made superior running shoes. Not so much anymore, according to the people who know about running. So Nike can change its logo for women in Europe [i have no idea what's the deal with that, because slogan can't change brand values, and honestly i don't see any huge difference between "just do it" and "here i am", besides the latter using more obscure athletes in their campaigns] but the basic truth at the point of purchase is gonna stay the same: runners choose Asics. So it's like, there is a separate world of logos, and there is a world of products. There is a world of brand "power" and there is the world of actual sales. Too bad they connect less and less. [disclaimer: i am not crazy enough to think that logos dont matter anymore; this is just exercise in thinking about their diminishing power]. I actually think that the logo would be just fine if it starts to actually be connected with real experiences with the products rather than with the concept brand personality that tends to mediate this experience [this move mostly requires reconceptualization of the ways we measure of brand power & brand value]. The good start is to move from measuring what people say about your brand to monitoring how they actually behave.