How to effectively crowdsource a brand

As the recent outrage over Gap’s logo redesign showed, crowdsourcing elements of your brand can be a tricky business. Kelly Ferraro recommends taking the time to get to know your audience before setting them loose, and targeting communities for professional designers rather than expecting amateurs to come up with professional-grade designs. “[T]here are some things that a brand should never crowdsource — like its name, culture, or point of view. But brands can incorporate the fresh perspective of the public without sacrificing its brand quality,” Ferraro writes.  360° Digital Influence


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