I agree whole heartedly Larry. I teach my clients and students that “fonts have feelings”, that is to say they give off feelings like warmth, caring, fun, friendly, etc.
However, a customers experience with a brand and their product is ultimately what solidifies that brand in the consumers mind.
A beautufully designed logo for a brand that doesn’t deliver as expected, ignores customer service, creates shoddy products, etc. makes them and their logo forgettable.
A logo is a visual reminder, a “bookmark in the brain” of past experiences with a particular brand.