Brand by Committee: The Straight Road to Brand Hell

You've probably heard of design by committee, and it's probably never been in a positive light. Design by committee is one of those stock phrases that you can rely on to explain why there's so much bad design in the world. "Who approved that?" we think. Everybody and nobody. The truth is, great design doesn't come from a big group of people, check lists and a long series of approvals.

But now I'm preaching to the choir. Let's talk brand by committee. It's just as deadly as design by committee, and it's just as prevalent.

Strong brands are defined by a clear, singular vision. There's no question in the customer's mind as to their position. When you have a brand whose vision is defined by one person -- think Apple and Steve Jobs -- the result is a brand that's more consistent, and therefore more clear, than brands created by committees.

Branding and design have alot in common. They're both frequently mistaken for a mysterious, intangible, hit or miss practice. But branding is anything but mysterious. Good brands have personality, vision, and the will to bring those to life in their products. Everybody knows this. Sadly, many companies still spend millions on brand research and then filter those insights through a committee, who then grinds away any valuable insights and removes all hints of an authentic personality. What's left is a stale, boring brand reminiscent of a thousand others.

Written by Chris Allison on July 21, 2010


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Chris Allison