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.
They stopped viewing the brand as a static monument and started seeing it as an . Branding Governance: A Participatory Approach t...
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. They replaced the rigid "Bible" with a "Living Kit
The brand was fracturing because it was being policed, not lived. The Shift: From Policemen to Facilitators Branding Governance: A Participatory Approach t...
