Brands Gain Relevance By Losing Control

In talking about strong brands, the term consistency is usually paramount. At the BRITE ’17 conference, however, Thomas Ordahl, Chief Strategy Officer of Landor, cautioned brand managers against being over protective about every element of their brand. Instead, he explained a strategy for managers to identify the sacred, the interpretative, and the explorative opportunities brands must think of in a new model for community-based brand governance.

The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School.