There are two major side-effects to allowing non-designers to control branding. The first is to allow logos and design language to emerge that are poor, or in some cases dire, in appearance. The second is that, by allying themselves with the gobbledegook of branding, designers have allowed design to become a junior partner in the brand creation process.

The consequence of this is that most branding programmes are run by non-designers, with predictably bland results.Adrian Shaughnessy.