It’s more effective to do something valuable than to hope a logo or name will say it for you.

Cohen’s line argues that reputation is earned through substantive work rather than manufactured through branding. A “logo or name” can signal identity, but it cannot substitute for demonstrable value—useful products, reliable service, or meaningful contributions. The quote reflects a pragmatic, maker-oriented ethos common in entrepreneurship: marketing may attract attention, but only real utility sustains trust and word-of-mouth. Implicitly, it critiques founders who overinvest in naming, visual identity, or positioning before proving that what they do actually helps someone. The deeper claim is ethical as well as strategic: let actions communicate your worth, and let branding follow as a shorthand for value already delivered.