Night of the Brand Shamans

The brand shaman approach to branding ignores this. Their guidelines tell you that if you follow the rules, you’re “on brand” — when really, the navel-gazing focus of the document pushes you away from the real brand. If your brand consists of a logo, font choices and a color palette — that’s all it’s going to be. If your brand belongs only to the marketing department, it’s not really a brand at all.