It looks obvious once it's done, most word marks are spoken through the entire company's pipeline, from sales to strategy meetings. To have people hold an image of it when it is inserted in a statement is quite vital. People might not speak about their own branding internally, but if a company is not unique in its value proposition, the company is being lined up side-by-side with competitors. Logos & branding, quite frankly, signify an essence held on both sides of the value chain from experience and at other times as a worthy try.