Branding Governance: A Participatory Approach T... -

Six months later, the brand felt more cohesive than ever, precisely because it was allowed to breathe. The Bangkok team launched a street-art inspired campaign that went viral, something the central office never could have designed.

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. Branding Governance: A Participatory Approach t...

The brand was fracturing because it was being policed, not lived. The Shift: From Policemen to Facilitators Six months later, the brand felt more cohesive

They stopped viewing the brand as a static monument and started seeing it as an . They stopped spending their days correcting font sizes

Instead of Marketing "handing down" assets, they created a "Brand Lab" on Slack. When a technician in Berlin found a better way to explain battery life using local slang, it wasn't a violation—it was an entry for a monthly vote.

The CEO, Sarah, called a "Brand Assembly." She didn't hire a consultant to write more rules; she invited the mechanics, the app designers, and the customer service reps to the table. This was the birth of their model.