Why branding by committee stinks – 3 ways to stop the pollution
This weekend a friend of mine shared an article about how Tampa Bay is trying to figure out their brand message as they near the city's hosting of the Republican National Convention in August. The event will attract millions of eye balls, thousands of delegates and at least 15,000 members of the media. Reading the article not only wore me out, but it brought back memories of projects I've worked on that had the same odor—branding by committee. Sure consensus is important, doing collaborative research is key and hearing out many perspectives, that's part of the process, but winning brands are created when one leader steps up, makes hard decisions and champions the movement. This is why we never see statues of committees in our parks or public spaces.