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BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Seven

March 8, 2018

BRANDING | 10 Ways Marketers Hijack Branding…and How It’s Killing Companies | Part Seven

#7. BRANDING CAN’T BE CROWDSOURCED.

Customers understandably desire to be listened to and involved more in what a brand does and says. LISTENING to CUSTOMERS is a GOOD WAY to REFLECT on how THEY PERCEIVE your BRAND—to help GAUGE CONNECTING the internal (IDENTITY) aspects of the company, externally (BRAND).

Yet when IMPORTANT BUSINESS or BRAND DECISIONS are put to a VOTE through NON-EXPERT CONTRIBUTIONS, the RESULTS ARE almost ALWAYS DISASTROUS. Skewed towards SOCIAL CONFORMITY that will NEVER SURPRISE OR DELIGHT. Audiences WON’T remember or VALUE COMPANIES that TRY TO BE EVERYTHING to EVERYONE. Often THEY DON’T MEAN ANYTHING to ANYONE. Instead, people and organizations win hearts and minds through STANDING UP for SOMETHING UNIQUE and IMPORTANT.

Like crowdsourcing medical or legal advice, CROWDSOURCING BRAND WORK IS A remarkably BAD IDEA. Because defining and cultivating a SUCCESSFUL BRAND IDENTITY requires A DEEP AND WIDE UNDERSTANDING of an organization, marketplace, cultures, languages, psychology, storytelling, business, brand architecture, design systems, intellectual property, and so much more.

A BRAND IS ABOUT SOLVING BUSINESS CHALLENGES, NOT WINNING A POPULARITY CONTEST.

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