Every team thinks they own the brand. Our product team asked us to make the brand more technical so it would resonate better with engineers. A week later, sales came in hot asking for more premium language to help justify price points. Meanwhile, I’m just trying to keep our design system coherent and make sure our CTA buttons pass accessibility standards. It feels like every team wants a version of the brand tailored to their audience, but they don’t see how contradictory that all becomes in practice. How do you balance all these internal asks without becoming a short-order cook?

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