AoM Principles

The Anatomy of Marketing is built and maintained using a small number of operating principles. These principles define how the model is structured and evolved over time, ensuring it remains clear, consistent, and useful in practice.

1. Build on what exists

The AoM connects established thinking rather than replacing it. Concepts are referenced to their original sources so ideas can be traced, tested, and built upon.

2. Standardise design and language

Marketing concepts are often inconsistently defined and poorly structured. The AoM applies consistent design and clear language so ideas are easier to understand, compare, and apply across teams and systems.

3. Think in systems

Marketing is not a set of isolated activities. The AoM maps how decisions connect across six interrelated parts, helping organisations understand the whole system, not just individual tasks.

4. Make it universal

The AoM is designed for broad use. The model is publicly available, version-controlled, and built to work across formats, teams, and AI systems using the same shared structure.