Branding Governance: A Participatory Approach T... -

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.

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. Branding Governance: A Participatory Approach t...

The conference room at “Velo-City,” a growing urban mobility startup, felt more like a courtroom. The CEO, Sarah, called a "Brand Assembly

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 The Bangkok team launched a street-art inspired campaign

They stopped viewing the brand as a static monument and started seeing it as an .

The brand was fracturing because it was being policed, not lived. The Shift: From Policemen to Facilitators