Every quarter, a rotating group of employees from different departments met to discuss what was working. The "Governance" wasn't a top-down decree; it was a peer-reviewed consensus. The Result
They stopped viewing the brand as a static monument and started seeing it as an .
The Marketing team realized their job wasn't to be "Brand Police," but . They stopped spending their days correcting font sizes and started spending them spotlighting the best innovations from the field.
They replaced the rigid "Bible" with a "Living Kit." It provided the DNA (the core values and logo), but allowed for "Regional Mutations." Local teams could choose from a palette of secondary colors that felt like their home cities.
On one side sat the , clutching a 150-page Brand Bible. They wanted consistency—the exact shade of "Electric Teal" on every PDF. On the other side were the Regional Leads , who argued that a rigid Swiss design didn't resonate in the humid, chaotic streets of Bangkok or the minimalist hubs of Copenhagen.
Approach T... — Branding Governance: A Participatory
Every quarter, a rotating group of employees from different departments met to discuss what was working. The "Governance" wasn't a top-down decree; it was a peer-reviewed consensus. The Result
They stopped viewing the brand as a static monument and started seeing it as an .
The Marketing team realized their job wasn't to be "Brand Police," but . They stopped spending their days correcting font sizes and started spending them spotlighting the best innovations from the field.
They replaced the rigid "Bible" with a "Living Kit." It provided the DNA (the core values and logo), but allowed for "Regional Mutations." Local teams could choose from a palette of secondary colors that felt like their home cities.
On one side sat the , clutching a 150-page Brand Bible. They wanted consistency—the exact shade of "Electric Teal" on every PDF. On the other side were the Regional Leads , who argued that a rigid Swiss design didn't resonate in the humid, chaotic streets of Bangkok or the minimalist hubs of Copenhagen.
