How often does this happen? You have several options — for a new logo, a new marketing campaign, a new tagline — and the one that gets chosen is (drumroll, please) the one nobody actively dislikes. This is rarely the one that anybody was excited about, or thrilled with, or passionate about. It’s the one that was so inoffensive that no one argued against it. Is that really how to choose creative work? If you want them to sell your brand, good ideas should create a difference of opinions and stir passions. Mediocre ideas seldom do — but they seldom move the marketing needle, either. To quote Albert Einstein, “Great ideas often receive violent opposition from mediocre minds.”
