Branding not just a matter of luck : Making sure logos don't fall foul of superstition

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – When passengers are about to board Belgian carrier Brussels Airlines planes they are faced with an attractive stylized “b” on the tail, made up of 14 large dots. It hasn't always been 14. Back in 2007 the original design had 13 but the company was forced to amend it because of complaints from superstitious passengers, mainly from the USA and Italy. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Social implications – Provides strategic insights and practical thinking that can have a broader social impact. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.