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Keeping it alive after handover

Lesson 18 of 18 in The brand book.

Brand Governance - Branding Roundtable No. 25 · Brandingmag

Lesson

Most identities erode rather than fall to one bad decision: a slightly wrong colour here, a rebuilt lockup there, a template edited under deadline, and after two years the brand is a family resemblance rather than a system.

A team stands around a table covered in flyers, mugs, bags and badges carrying a wave emblem in varying blues and shapes, as a woman holds up the original blue swatch. — A team spreads a year of flyers, mugs and bags across one table, and the drifting blues and squashed emblems become obvious. Drift hides item by item and shows in a pile.

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Question 1, locked
The governance page names who approves an exception but never says how long approval takes. What follows?
- The rule holds, because the named person is the part that carries authority.
- A slow approval gets bypassed, and naming the person stops mattering.
- Fewer exceptions get requested, which is the outcome you wanted.
- Approvals get stricter, since nobody can be held to a deadline.
Question 2, locked
Which of these words means this? “A periodic look at what actually shipped against what was specified.”
- Brand review
- Worked example
- The reader you have
- Format
Question 3, locked
Which of these words means this? “The slow accumulation of small deviations. How brands die, rather than by any single decision.”
- PDF
- Misuse page
- Drift
- Tiered documentation

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End of The brand bookMembers onlyNow play it5 games from this module at four levels, and a stamp for your ticket book.

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