Uniform Conveyance

Starbucks. MIT. Hagen-Dazs. Stanford. Levi’s. Harvard. Nike.

Brand names don’t convey quality, they convey uniformity.

“We can make this uniform experience for you for this price.”

It’s comfort. It’s familiar.

It’s the same reason people eat McDonald’s.

If you are basing your hiring decisions on brand names you are hiring for uniformity, not extraordinary.