The One Thing You Can't Forget When Rebranding Your Company

[0neLife1]

Not sure I agree. Too many people involved in the process will only ameliorate the effort. You will end up with a soft, middle of the ground brand effect.

[Steveology1]

@0neLife1 Thanks for bringing that up. Maybe I am misunderstanding what you are saying, if I am please forgive me, but I think "ameliorate" is an antonym of what you meant. Assuming that, I would disagree. Your implication is everyone has vote and therefore all points of view must be incorporated. That's not the case.

[Steveology1]

@0neLife1 To your point, if you try to incorporate 100% of everyone's brand expectation/preference then you will have a water-downed brand. The result would be a worthless “Brand By Committee.”

[Steveology1]

@0neLife1 That's is not the point of view that Susan is expressing. She is saying the right approach will yield the opposite. A stronger brand. She is saying that you should have that internal dialog so you can uncover those issues that will be road blocks to adoption. Also, having everyone involved is an opportunity to discover shared company values that can be built in to the brand's DNA.