Death by Board of Directors - Giorgia Molinari

BRANDING CRIME #40

Death by Board of Directors

“Everyone had feedback. So we used all of it.”

How it kills

A bold brand idea enters the boardroom.
It returns… slower, softer, stripped of anything that might offend Greg from Finance.
Rounds of revisions pile up like sediment.
No one remembers the original goal.
By the time it launches, it’s so safe it slips past audiences completely unnoticed.

What Works

Feedback is valuable. But when everyone has veto power, no one has vision.
Assign a clear decision-maker.
One.
Not twelve.
Protect the core idea — the weird part, the brave part, the reason it stood out in the first place.
And if your brand already died in committee, go back. Strip the excess. Find the pulse. Then resuscitate it — preferably without another meeting.

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