Pitch Dictionary by pitch.dog
Creative & craft approaches · Specialist

Brand custody

ELI5

The director’s responsibility to preserve essential brand identity and product truth while making the execution distinctive.

Used in conversation

“Can we align with the client on the brand custody before the bid is locked?”

Pitch context

You may encounter “Brand custody” in advertising & director treatments conversations or materials.

Why it matters: Helps interpret the brief, director treatment, bid, award, production process and campaign deliverables.

Caution

This usage is established in practice but is not fully standardised. A domain specialist should review it before release as canon.

Sources & evidence · 4

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.