I had a boss who was like this once. Every time someone would hire him as the VP of marketing for their company, he would immediately say they need to rebrand. But would he hire someone or some company to do the necessary research and create a brand based on market needs? No! Every single time he would go to some website where you post a design contest and have people submit entries for the new logo. No other thought went into it. Then the company would be stuck with a new but poorly thought out brand that would require loads of bandaid fixes for years to come. I only worked for him twice, but it was twice too many and this always made my blood boil.

The lesson here is, pay professionals appropriately who know what they’re doing.