From guidelines to principles
Guidelines are the brand cathedral’s blueprints. They lay out, often in laborious detail, the dos and don’ts of the brand. The problem with guidelines is that they assume every situation is known.
Thus, by definition, they stifle innovation, they are intended to eliminate flexibility, and they reduce the brand to a set of rules and procedures.
Increasingly, we see success when a brand is governed by principles. Yes, brands need guidance, but given the nature of today’s fast-moving marketplace, guidelines quickly become obsolete.
A clear set of principles is a powerful platform for action. They offer support in unexpected situations and inspiration for new opportunities. We look to the future, we listen to the marketplace, and we meet change not as something to manage, but as something to embrace.