No one ever questions the CFO about the accounting policies.

That’s because no one can understand, or see, the accounting policies.

Branding is a different matter.

Everyone can see the brand. The name, the font, the colour.

Everyone has an opinion.

That’s why branding decisions are amongst the hardest in a company.

Winning consensus is impossible without a solid process.

Get the process right, get 100% buy-in on the process.

That’s the only way to agreeing on a brand.