The British science community recently tried crowdsourcing for what seemed like a great idea, but a  sarcastic response turned into a questionable result.

In this week's Brand Buzz Jaci Russo told Acadiana'a Morning News listeners that you must know the needs and wants of your clients to properly employ crowdsourcing techniques.

In the example above the public was given the option to vote on the name of a new science research ship. The social experiment yielded "Boaty McBoatface" as the winning entry. That was not the result oficials were looking for.

"You have professionals guiding your brand; they are the innovators, the creative thinkers, they are giving the crowd what they don’t even know they want," Russo writes in this week's Razor Branding blog article.