Set escalation rules for brand architecture requests without slowing every local decision.
Governance pressure Two regions want local sub-brands for similar bundles. Revenue is real, but so is system fragmentation. Rules must protect customer memory without turning brand into a bottleneck. RACI + RAPID Define work ownership and decision rights before the request arrives Use RACI for who does the work and RAPID for who makes the call. Then publish escalation triggers so local teams know when a name changes the brand system. Shortcut Central brand approves every name Fast local action and protected portfolio structure. Escalate decisions that change customer memory, legal exposure, or portfolio structure. 01 Local 02 System 03…
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