No, your logo is just one aspect of your brand. I don't think it hurts to keep in mind the attitude of the brand of the company when designing a logo.

There are logos out there that disregard the brand. What's the point of that?

I think that some people like the writer of the Joomla blog, just need to put down the blunt.

Your website is not only your brand either. To be blunt, I hated this article.

I didn't much care for the article either.

I just wanted to show graphic designers what other people are thinking.

But it's an article from a web guy about websites and a companies brand online.
Why would he need to talk about company brochures and other collateral?

I think this article talks about ruining brand equity. You can slap a logo onto lunch box, but is that lunch box branded? If Apple slapped on the logo on any mp3 player, would it still be an iPod? Not really. It takes much more than a logo to apply a real brand to a product. A brand, as I define it, is a philosophy that is supported by design and media which not makes an end product but is part of the entire creation process.

What I find most ironic is the ContentLink advertiser on the article's website. ContentLink makes its money scanning articles and turning key words on the page into links. The links go to random advertisers. This form of stealthy advertising is in direct opposition to the message the author is trying to convey. The advertisers are using key words in the same manner people misuse their logos. Talk about friggin hypocrisy!