Discovering and defining your organisation’s brand is hard. It requires introspection and optimism – which large organisations often don’t have in abundance. But get it right and you enable easier collaboration. You devolve decision-making, and you see better outputs (like, say, websites).
Let me set the scene. A senior manager proclaims that “we’re excited to announce that we’re about to spend months and months redefining our brand. Even better, we want your input!”
Widespread cynicism, angst and dread follow.