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.

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. 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 Six months later, the brand felt more cohesive

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. When a technician in Berlin found a better