When the brand team becomes the brand police, people stop coming to them — and start working around them. The result is a fragmented brand that no one is truly protecting. In this video, Brent Shiratori lays out a practical approach to becoming a genuine marketing partner inside your organization: making the case for brand consistency in terms non-marketers actually respond to, solving problems instead of blocking them, and knowing when to evolve your standards rather than just defend them.

Drawing on real examples from his time as VP of Global Brand at OUTRIGGER Resorts and Hotels, this is essential viewing for anyone who manages a brand from the inside.