If you ever need to illustrate the power of color in branding to one of your clients or friend, make sure to bookmark this page. Our brain does a great job associating a brand with a color, so it gets a bit confused when this color changes.
Brazilian graphic designer Paula Rupolo did a great job showing this with her color swapping experiment. In this extensive project, she took some popular brands and inverted the colors with those of their main competitor. This is something you should keep in mind when working on your next logo design.