Branding Governance: A Participatory Approach T... | iPhone |

The conference room at “Velo-City,” a growing urban mobility startup, felt more like a courtroom.

The brand was fracturing because it was being policed, not lived. The Shift: From Policemen to Facilitators Branding Governance: A Participatory Approach t...

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. The conference room at “Velo-City,” a growing urban

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 spending their days correcting font sizes

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.