For decades, brand management was about control. You policed the logo. You enforced the guidelines. It was, as Lee Phenner puts it, "martial law".
But in a world of infinite channels and user-generated content, rigidity is a weakness. If your brand cannot flex, it breaks.
In this episode, Lee Phenner (formerly of Fitch and Hill Holliday) argues that modern brands need a soul, not just a style guide.
The Evidence:
