What do Norm Macdonald, a haunted house and a southern city have to do with your business? Find out in this month’s issue of the MadAveGroup Digest.
Issue 08 / October 2021
"We like to let all of our key employees get
involved in the branding process."
A statement like that is "the kiss of death,"
according to Terry Lesniewicz, MadAveGroup's
Chief Brand Officer.
"Branding by committee often leads to a
watered-down product that looks like it's trying
to please everybody," he says. "It can lack edge
Terry is an award-winning designer and a
nationally renowned branding expert who suggests
strong leadership. "Ultimately, one person
should make the call about the decision to
re-brand, the goals of the process and the
approval of the branding elements."
But that doesn't mean that others in the
organization can't - and shouldn't - have a say.
"Once the leader sets the expectations and the
standards for any type of branding project,
others should provide that leader with input,
including details on what their departments may
need from the finished work. Then, the leader
makes the final call."