Branding Governance: A Participatory Approach T... File

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. Branding Governance: A Participatory Approach t...

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

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. Every quarter, a rotating group of employees from

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.

By giving up total control, Velo-City gained something better: .