It's also fun, easy and exceptionally easy to spend a precise budgetary on a branding exercise. Marketing these days is full of technical details. Digital camp

It's also fun, easy and exceptionally easy to spend a precise budgetary on a branding exercise. Marketing these days is full of technical details. Digital campaign statistics. CRM. Automation. Tiny optimisations, analytics and such. Branding lets everyone be involved. Everyone can have a say. A logo change rarely succeeds or fails. You don't have to know anything to make decisions or sound smart. Everyone notices it. Crusty old board members notice, and might comment on the work. Etc. It's high visibility, low effort, low stress, low bar work. I'm not implying that great branding doesn't exist. Most of the examples here though... they just changed fonts to whatever is most fashionable now.