Branding Governance: A Participatory Approach T... Official

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.

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. 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 CEO, Sarah, called a "Brand Assembly