A company should not manage its own brand by committee. It just doesn't work. Why? Generally you will find that many committees are made up of people with no skill or background in marketing, brand or positioning. They all have an opinion; they all want to offer advice, and what you end up with is:
- Action with no strategy
- No true direction
- No consistent brand tone, clarity or succinct messaging.
Somebody has to own and take responsibility for the brand. This must be somebody who truly understands how marketing and brand works and not just somebody who's read a book about it. Mark Twain once said “If you hold a cat by the tail, you learn things that cannot be learned in any other way.”
Sure you can take input from a variety of sources but ultimately the decision should lie with one single person who truly understands your brand, can see where it's going, what needs to be done and has a solid understanding of how this world of marketing warfare is conducted. They have to understand the rules of engagement.
Too often senior executives sit on committees that are making decisions on the direction and strategy for one of your most valuable assets, your brand, and they would be better off focusing on their own actual strengths that tend to lie elsewhere.“A camel is a horse put together by a committee”.