Insights
Perspectives on the discipline of brand.
Short, clear writing on strategy, audits, and building identities that last.
When Institutional Language Becomes a Barrier
Read articleThe Small Exceptions That Change a Brand
In institutions, brands rarely change through one announced decision. They change through small exceptions that repeat without being noticed.
ReadInstitutional Brand Memory
In large institutions, brands are not always weakened by wrong decisions. Sometimes they are weakened because the right decisions behind them are forgotten
ReadBrand projects don't fail on budget. They fail on ownership.
In most organizations a brand doesn't break for lack of money. It breaks for lack of a clear owner of the decision.
ReadThe decision-ownership model: who decides what, and at which level.
Effective brand management isn't centralizing every decision, nor distributing them all. It's matching each decision to the level that should own it.
ReadControl vs flexibility: a balance, not a choice.
A brand lives on two axes: control and flexibility. Where it sits between them decides whether it stays coherent or drifts.
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