As brands are actively pursuing the engagement potential presented by the era of digital transformation, the marketing mix is inevitably becoming more complex in the process. Platforms are expanding, creative formats are proliferating, and methods of communication are quite simply exploding. And the pace of this change is becoming faster than ever before.

Now that creative assets are widely distributed across multiple platforms in different ways, ensuring a brand’s messaging stays true to its identity – and heeds platform-specific rules – is increasingly challenging.

Enter ‘brand governance’, which is the systematic implementation of consistent and compliant branding, so as to improve customer experience and trust.



Become a free member for instant access to this article and all other Member Exclusive content on PerformanceIN. Members also receive our weekly newsletter roundup, “Pick ‘N’ Mix”, delivered each Thursday.