I am a staunch believer of Crowd Sourcing or the power of many. The potential of tapping into the minds and creativity is huge and can bear fruits. More so, if the initiative is for defining the Brand who better than the end user/customer.
In the end, it is the customer perception that defines the brand at large. Unilever was the latest to use the power of the crowd to define its brand identity, Pepsi has been using it too.
But, then why isn’t everyone doing it? it is because the Brand Identity is a very crucial element of any organization, and more often , companies prefer leaving the brand identity part to professionals. The one’s who successfully uses the power of crowd do enough groundwork and ensure they channelize / promote the campaign in a subtle way to get the maximum out of the crowd sourcing exercise.
We have a lot of success stories about how companies world over are utilizing Crowdsourcing to better their brand presence. For a change, lets see How a certain organization has got it completely wrong in their Brand building exercise.
I chanced upon the recent announcement by the Directorate General of Civil Aviation (DGCA) which is aimed at restructuring its brand identity. According to the official announcement,
Directorate General of Civil Aviation intends to coin a “slogan” and create a “logo” reflecting its role, functions and motto which can be easily comprehended by the common man.
A first ever move of sorts by a government firm of the DGCA’s stature to re-visit its brand identity and trying to get it from the common man. So far so good , the idea looks good enough. But, the next part of the writing is what makes it interesting.
Hence, it is requested that those who are interested to coin a “slogan” and create a “logo” in respect of Directorate General of Civil Aviation, may send their slogan and logo to this office at the earliest.
Now, this is where it all goes haywire!
A clear branding faux pas and a probable worthless branding exercise of sorts. The DGCA has clearly not their groundwork to ensure they get the result out of this exercise.
You can’t expect the common man to have a vision for what DGCA stands for , can you? I consider myself Mango (aam) man and can’t define what DGCA stands for. They should have defined certain parameters for the common man to define the company on.
The target audience is too huge to expect a fruitful result of the brand exercise. Given the bureaucracy that government organizations are in-famous with , is DGCA actually going to monitor and analyze each and every application that comes to them as a part of this exercise.
I am not a brand or a market expert , but this definitely does not make any sense to me. The motive of DGCA might have been noble but the way the execution roadmap has been defined looks weak to say the least.
Wouldn’t it better if a more conventional approach would have been taken by DGCA. With a possible reward for the best design , DGCA could have at least ensured that people put in their best efforts to define Brand DGCA in the best way possible.
The official Source is here DGCA plans to coin slogan, create logo
What are your thoughts ? Is DGCA going to get any positives out of this branding exercise?
[This post is written by Ankit Agarwal, an ERP Consultant by profession, a wannabe entrepreneur and stock market stalker by passion]