A lot of companies let all team members submit ideas for a logo, a product name, a tagline or a promotion, or let them vote for their favorite. That’s asking for trouble. First, you’re asking unqualified people to second-guess the qualified people you pay to do this. So there’s no marketing rationale behind what’s chosen. Second, with only one “winner,” you’ve created a situation wherein all but one employee feels slighted. Third, you wouldn’t do it in any other area of your business (accounting, IT, product development). Finally, it rarely ever results in a game-changing outcome for your brand or your business. Democracy is a great way to elect leaders (in theory, anyway). It’s a lousy way to promote your brand.
