4/15/2023 Modern brand govern­ance means getting away from acting as the »corporate identity police« and moving towards community manage­ment. An isolating silo mentality is replaced by colla­borative brand manage­ment that involves all relevant internal stakeholders in strength­ening and developing the brand. The brand becomes a steering instrument within the organisation.

As the world of marketing changes, the multitude of emerging channels and trends are constantly con­fronting brands with new challenges. It’s important to explore how to strike the right balance between brand consistency at a global level while ensuring flexibility among local creative teams – and what opportunities digital brand manage­ment can offer here.