Apr
27
“Invariably brand positions are most clear and succinct when they directly reflect the ideals of a strong institutional president. When brand positions and personality attributes are organized by an outside management consultancy on behalf of a large committee, the brand personality is watered down to include all possible attributes, like being both exclusive and inclusive or modern yet traditional. It is almost impossible to design anything memorable that would be “on brand” in this situation. The natural result is “blanding”, the act of removing any idiosyncrasy from a given design to ensure that it is not “too something”.”
Paula Sher,
Make it bigger (p. 162)
