# The Anatomy of Marketing > An open, citable methodology for how marketing works across a business β€” for people and the AI that supports them. - [The Anatomy of Marketing](https://wiki.anatomyofmarketing.dev/index.md) ## search - [Search the documentation](https://wiki.anatomyofmarketing.dev/search.md): An open, citable methodology for how marketing works across a business β€” for people and the AI that supports them. ## concepts - [Brand Codes & Distinctive Assets](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/brand-codes-distinctive-assets.md): 🦴Brand Expression β€” The Skeleton - [Channel Map (PESO)](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/channel-map-peso.md): 🦴Brand Expression β€” The Skeleton - [Creative Principles](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/creative-principles.md): 🦴Brand Expression β€” The Skeleton - [Design Guidelines & Systems](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/design-guidelines-systems.md): 🦴Brand Expression β€” The Skeleton - [Digital & Experience Design](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/digital-experience-design.md): 🦴Brand Expression β€” The Skeleton - [Internal Comms & Briefing](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/internal-comms-briefing.md): 🦴Brand Expression β€” The Skeleton - [Messaging Framework *(Also known as a Messaging Architecture, Message House, or Messaging Hierarchy)*](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/messaging-framework-also-known-as-a-messaging-architecture-message-house-or-messaging-hierarchy.md): 🦴Brand Expression β€” The Skeleton - [Physical & Spatial Design](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/physical-spatial-design.md): 🦴Brand Expression β€” The Skeleton - [Platform Idea (*Also known as the* Big Idea)](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/platform-idea-also-known-as-the-big-idea.md): 🦴Brand Expression β€” The Skeleton - [Verbal Identity](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/verbal-identity.md): 🦴Brand Expression β€” The Skeleton - [Visual Identity](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/visual-identity.md): 🦴Brand Expression β€” The Skeleton - [Brand Personality](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-personality.md): ❀️Brand Strategy β€” The Heart - [Brand Positioning Statement](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-positioning-statement.md): ❀️Brand Strategy β€” The Heart - [Brand Value Proposition](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-value-proposition.md): ❀️Brand Strategy β€” The Heart - [Customer Funnel / Loop](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/customer-funnel-loop.md): ❀️Brand Strategy β€” The Heart - [Journey Map(s)](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/journey-map-s.md): ❀️Brand Strategy β€” The Heart - [Perceptual Positioning Maps](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/perceptual-positioning-maps.md): ❀️Brand Strategy β€” The Heart - [Product/Service Value Proposition](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/product-service-value-proposition.md): ❀️Brand Strategy β€” The Heart - [Target Audience Profiles](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/target-audience-profiles.md): ❀️Brand Strategy β€” The Heart - [Brand Architecture Map](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/brand-architecture-map.md): 🧠Company Strategy β€” The Brain - [Core Capabilities](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/core-capabilities.md): 🧠Company Strategy β€” The Brain - [How to Win](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/how-to-win.md): 🧠Company Strategy β€” The Brain - [Mission](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/mission.md): 🧠Company Strategy β€” The Brain - [Organisational Design (People \+ Tech)](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/organisational-design-people-tech.md): 🧠Company Strategy β€” The Brain - [Product/Service Map](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/product-service-map.md): 🧠Company Strategy β€” The Brain - [Purpose](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/purpose.md): 🧠Company Strategy β€” The Brain - [Values](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/values.md): 🧠Company Strategy β€” The Brain - [Vision](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/vision.md): 🧠Company Strategy β€” The Brain - [Where to Play](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/where-to-play.md): 🧠Company Strategy β€” The Brain - [Behavioural Analytics](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/behavioural-analytics.md): πŸ‘οΈData & Insights β€” The Senses - [Brand Intelligence](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/brand-intelligence.md): πŸ‘οΈData & Insights β€” The Senses - [Channel Scorecards](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/channel-scorecards.md): πŸ‘οΈData & Insights β€” The Senses - [Commercial Review](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/commercial-review.md): πŸ‘οΈData & Insights β€” The Senses - [Competitive Audit](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/competitive-audit.md): πŸ‘οΈData & Insights β€” The Senses - [Customer Research](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/customer-research.md): πŸ‘οΈData & Insights β€” The Senses - [Demand Signals](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/demand-signals.md): πŸ‘οΈData & Insights β€” The Senses - [Distribution Intelligence](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/distribution-intelligence.md): πŸ‘οΈData & Insights β€” The Senses - [Effectiveness Measurement](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/effectiveness-measurement.md): πŸ‘οΈData & Insights β€” The Senses - [Environmental Scanning](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/environmental-scanning.md): πŸ‘οΈData & Insights β€” The Senses - [Experience Audit](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/experience-audit.md): πŸ‘οΈData & Insights β€” The Senses - [Media Effectiveness](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/media-effectiveness.md): πŸ‘οΈData & Insights β€” The Senses - [Pricing Research](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/pricing-research.md): πŸ‘οΈData & Insights β€” The Senses - [Risk Watch](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/risk-watch.md): πŸ‘οΈData & Insights β€” The Senses - [Tech Capability](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/tech-capability.md): πŸ‘οΈData & Insights β€” The Senses - [Creative Campaign Concept(s)](https://wiki.anatomyofmarketing.dev/concepts/execution/creative-campaign-concept-s.md): πŸ‘€Execution β€” The Face (Body) - [Distribution Model](https://wiki.anatomyofmarketing.dev/concepts/execution/distribution-model.md): πŸ‘€Execution β€” The Face (Body) - [Distribution Plan](https://wiki.anatomyofmarketing.dev/concepts/execution/distribution-plan.md): πŸ‘€Execution β€” The Face (Body) - [Earned Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/earned-channels.md): πŸ‘€Execution β€” The Face (Body) - [Earned Content](https://wiki.anatomyofmarketing.dev/concepts/execution/earned-content.md): πŸ‘€Execution β€” The Face (Body) - [Media Plan (GTM)](https://wiki.anatomyofmarketing.dev/concepts/execution/media-plan-gtm.md): πŸ‘€Execution β€” The Face (Body) - [Owned Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/owned-channels.md): πŸ‘€Execution β€” The Face (Body) - [Owned Content](https://wiki.anatomyofmarketing.dev/concepts/execution/owned-content.md): πŸ‘€Execution β€” The Face (Body) - [Paid Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/paid-channels.md): πŸ‘€Execution β€” The Face (Body) - [Paid Content](https://wiki.anatomyofmarketing.dev/concepts/execution/paid-content.md): πŸ‘€Execution β€” The Face (Body) - [Price Model](https://wiki.anatomyofmarketing.dev/concepts/execution/price-model.md): πŸ‘€Execution β€” The Face (Body) - [Pricing Plan](https://wiki.anatomyofmarketing.dev/concepts/execution/pricing-plan.md): πŸ‘€Execution β€” The Face (Body) - [Product/Service Design & Development](https://wiki.anatomyofmarketing.dev/concepts/execution/product-service-design-development.md): πŸ‘€Execution β€” The Face (Body) - [Product/Service Roadmap](https://wiki.anatomyofmarketing.dev/concepts/execution/product-service-roadmap.md): πŸ‘€Execution β€” The Face (Body) - [Shared Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/shared-channels.md): πŸ‘€Execution β€” The Face (Body) - [Shared Content](https://wiki.anatomyofmarketing.dev/concepts/execution/shared-content.md): πŸ‘€Execution β€” The Face (Body) ## for-ai-agents - [For AI Agents](https://wiki.anatomyofmarketing.dev/for-ai-agents.md): This page documents how AI agents and other automated consumers should read The Anatomy of Marketing. The site is built to be machine-readable from day one β€” no scraping required. ## for-educators - [For Educators](https://wiki.anatomyofmarketing.dev/for-educators.md): This page is for marketing educators β€” university lecturers, vocational instructors, course designers, and certification trainers β€” who want to teach with The Anatomy of Marketing. ## foundations - [AoM Principles](https://wiki.anatomyofmarketing.dev/foundations/aom-principles.md): 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. - [Design Principles](https://wiki.anatomyofmarketing.dev/foundations/design-principles.md): Design Principles (Periodic table \+ Underground) - [How to Read the AoM Map](https://wiki.anatomyofmarketing.dev/foundations/how-to-read-the-aom-map.md): Copy - [Layer 1: Macro Narrative](https://wiki.anatomyofmarketing.dev/foundations/layer-1-macro-narrative.md): What it is - [Layer 2: Fundamentals](https://wiki.anatomyofmarketing.dev/foundations/layer-2-fundamentals.md): What it is - [Level 3: Connected Tools](https://wiki.anatomyofmarketing.dev/foundations/level-3-connected-tools.md): What it is - [Marketing Is a Culture](https://wiki.anatomyofmarketing.dev/foundations/marketing-is-a-culture.md): This page is a best-effort draft distilled from existing AoM marketing copy. Founders to refine via /admin (Phase 5+). - [Mission](https://wiki.anatomyofmarketing.dev/foundations/mission.md): The mission of the AoM is to develop, maintain, and make accessible an objective and universally understood model of marketing. - [The Problem AoM Addresses](https://wiki.anatomyofmarketing.dev/foundations/the-problem-aom-addresses.md): Marketing is widely misunderstood. - [The 3 Layers of AoM](https://wiki.anatomyofmarketing.dev/foundations/three-layers.md): The Anatomy of Marketing is expressed across three layers, each operating at a different altitude. - [Vision](https://wiki.anatomyofmarketing.dev/foundations/vision.md): The vision of the Anatomy of Marketing is ambitious, but simple. - [What is the AoM?](https://wiki.anatomyofmarketing.dev/foundations/what-is-the-aom.md): The Anatomy of Marketing (AoM) is a structured model that provides a common language and schema for how marketing works across a business, enabling cross-functional teams and the AI that supports them to operate from the same understanding. - [Why a Map Matters](https://wiki.anatomyofmarketing.dev/foundations/why-a-map-matters.md): Copy ie AoM models are based on london underground x Periodic table. ## hats - [Brand Expression](https://wiki.anatomyofmarketing.dev/hats/brand-expression.md): 🦴Brand Expression β€” The Skeleton - [Brand Strategy](https://wiki.anatomyofmarketing.dev/hats/brand-strategy.md): ❀️Brand Strategy β€” The Heart - [Company Strategy](https://wiki.anatomyofmarketing.dev/hats/company-strategy.md): 🧠Company Strategy β€” The Brain - [Data & Insights](https://wiki.anatomyofmarketing.dev/hats/data-and-insights.md): πŸ‘οΈData & Insights β€” The Senses - [Execution](https://wiki.anatomyofmarketing.dev/hats/execution.md): πŸ‘€Execution β€” The Body - [Investment](https://wiki.anatomyofmarketing.dev/hats/investment.md): 🩸Investment β€” The Blood Flow ## manual - [Architecture](https://wiki.anatomyofmarketing.dev/manual/architecture.md): This page explains the purpose of every part of the system. If you're trying to understand why a particular file exists or what would break if you removed it, start here. - [Automation](https://wiki.anatomyofmarketing.dev/manual/automation.md): What runs automatically, what's still manual, and how to extend each. - [Data flow](https://wiki.anatomyofmarketing.dev/manual/data-flow.md): How content moves through the system β€” from a founder's edit in the CMS to an AI agent's tool call. - [Editing content](https://wiki.anatomyofmarketing.dev/manual/editing-content.md): For non-technical editors. How to log in, edit a page, publish via the editorial workflow, and what NOT to change. - [Quick start](https://wiki.anatomyofmarketing.dev/manual/quick-start.md): This is a one-page orientation for anyone new to the project β€” a future founder, a contributor, an LLM session, or a Ne-Lo team member who's not been involved before. The deeper manual lives in the other pages of this section. - [Why](https://wiki.anatomyofmarketing.dev/manual/why.md): The rationale behind every architectural decision. Each entry traces back to one of the seven Strategic Goals or to the Core Value (single, stable, machine-readable, citable reference). ## methodology - [Build](https://wiki.anatomyofmarketing.dev/methodology/build.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Diagnose](https://wiki.anatomyofmarketing.dev/methodology/diagnose.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Innovate](https://wiki.anatomyofmarketing.dev/methodology/innovate.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Methodology Overview](https://wiki.anatomyofmarketing.dev/methodology/overview.md): This page is a best-effort draft distilled from existing AoM marketing copy. Founders to refine via /admin (Phase 5+). - [Prioritise](https://wiki.anatomyofmarketing.dev/methodology/prioritise.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Quarterly Rhythm](https://wiki.anatomyofmarketing.dev/methodology/quarterly-rhythm.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). ## mindset - [Mindset Principle 1](https://wiki.anatomyofmarketing.dev/mindset/principle-1.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Mindset Principle 2](https://wiki.anatomyofmarketing.dev/mindset/principle-2.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Mindset Principle 3](https://wiki.anatomyofmarketing.dev/mindset/principle-3.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Mindset Principle 4](https://wiki.anatomyofmarketing.dev/mindset/principle-4.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Mindset Principle 5](https://wiki.anatomyofmarketing.dev/mindset/principle-5.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Mindset Principle 6](https://wiki.anatomyofmarketing.dev/mindset/principle-6.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Mindset Principle 7](https://wiki.anatomyofmarketing.dev/mindset/principle-7.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Mindset Principle 8](https://wiki.anatomyofmarketing.dev/mindset/principle-8.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). ## references - [Intellectual Lineage](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage.md): This section is being drafted by the maintainers. Editors with content for "Index" can contribute via /admin (Phase 5+). - [Brinker & Riemersma](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage/brinker-riemersma.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Tony Calverley](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage/calverley.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Edward de Bono](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage/de-bono.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Lafley & Martin](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage/lafley-martin.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Jerome McCarthy](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage/mccarthy.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [McKinsey DARE](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage/mckinsey-dare.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). - [Mark Ritson](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage/ritson.md): This section is being drafted by the maintainers. Editors with content for "Body" can contribute via /admin (Phase 5+). --- # Full Documentation Content [Skip to main content](#__docusaurus_skipToContent_fallback) [**Anatomy of Marketing**](https://wiki.anatomyofmarketing.dev/index.md)[Docs](https://wiki.anatomyofmarketing.dev/index.md) [GitHub](https://github.com/the-kizz/anatomy-of-marketing) Search # Search the documentation Read * [Methodology home](https://wiki.anatomyofmarketing.dev/index.md) * [For Educators](https://wiki.anatomyofmarketing.dev/for-educators.md) * [For AI Agents](https://wiki.anatomyofmarketing.dev/for-ai-agents.md) Manual * [Quick start](https://wiki.anatomyofmarketing.dev/manual/quick-start.md) * [Architecture](https://wiki.anatomyofmarketing.dev/manual/architecture.md) * [Why](https://wiki.anatomyofmarketing.dev/manual/why.md) * [Editing content](https://wiki.anatomyofmarketing.dev/manual/editing-content.md) Source * [GitHub](https://github.com/the-kizz/anatomy-of-marketing) * [CITATION.cff](https://github.com/the-kizz/anatomy-of-marketing/blob/main/CITATION.cff) * [MCP server](https://github.com/the-kizz/aom-mcp) Β© 2026 Ne-Lo. Content licensed CC BY 4.0; "Anatomy of Marketing" is a Ne-Lo trademark. --- # Brand Codes & Distinctive Assets 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") The deliberate decision about which distinctive brand assets your company will develop and invest in over time. These may include visual, verbal, auditory, sensory, character-led, or stance-based cues that are intentionally repeated to build recognition. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Distinctive assets only create memory when they are used consistently and repeatedly. By clearly defining what you are building, teams, partners, and AI know which cues to prioritise and reinforce across touchpoints. Clear focus prevents dilution and protects long-term brand recognition. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Channel Map (PESO) 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") A strategic view of the channels your business uses, or could use, to express its messaging. It maps your Paid, Earned, Shared, and Owned (PESO) channels across the organisation, showing where your brand shows up and what access you have to audiences. It is not a campaign plan, but a whole-of-business view of your channel mix. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without a clear channel map, teams default to familiar platforms and miss hidden opportunities. A deliberate view of Paid, Earned, Shared, and Owned channels helps identify gaps and connect channels so they work together rather than in isolation. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Creative Principles 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") A clear and opinionated set of creative rules that define what β€œgood” looks like for your brand(s). They guide how ideas and design are developed and judged by teams, partners, and AI. They are not technical guidelines, but decision filters. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without clear principles, work becomes inconsistent and subjective. Defined principles help everyone create in the same direction and maintain quality over time. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Design Guidelines & Systems 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") The documented instructions for how to apply your brand’s verbal, visual, digital, and physical expressions consistently. This may range from a simple static brand guide to a detailed design system or Global Experience Language (GEL) with component libraries and pattern documentation. The depth should match the scale and complexity of the organisation and enable both people and AI to create consistently. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without clear documentation, interpretation varies and quality drops. Well-structured guidelines enable consistent quality at scale, reduce rework, improve production efficiency, and lower the cost of creating brand assets across teams, partners, and markets. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Digital & Experience Design 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") The designed expressions of how your brand should look and behave in digital environments. This includes interface layouts, navigation patterns, motion styles, interaction logic, and experience models that show how a website, app, or platform should feel. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") In digital products, behaviour shapes perception. Clear digital expressions give teams and AI a concrete reference for what to design and build before it is translated into technical specifications or component libraries. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Internal Comms & Briefing 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") The agreed processes and tools your organisation uses to share decisions and brief new work. This includes how one team briefs another, how leaders set direction, how agencies are instructed, and how AI systems are prompted before work begins. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Even strong strategy and design break down when instructions are unclear. Clear briefing ensures everyone knows what they are creating, why it matters, and how it connects to the strategy. It reduces confusion, avoids costly rework, and keeps execution consistent. *** ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Messaging Framework \*(Also known as a Messaging Architecture, Message House, or Messaging Hierarchy)\* 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") A one-page structure that defines your key messages and how they connect. It brings together the different types of messaging your organisation uses, including: * Platform Idea (brand idea) * Value propositions * Message pillars * Reasons to believe (RTBs) or proof points * Taglines * And, foundational statements such as purpose, vision, mission, and values The structure is not fixed. It is designed to show how these elements relate so they work together as a coherent system that can be understood and applied by teams, partners, and AI. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without a clear messaging structure, communication becomes fragmented. Messages overlap, compete, or contradict each other. A defined framework ensures all messaging works together to form a cohesive, comprehensible, and media-agnostic narrative, allowing teams, partners, and AI to create consistently in the same direction. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Physical & Spatial Design 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") The designed expressions of how your brand should appear and behave in physical environments. This includes store concepts, packaging systems, signage approaches, material choices, and spatial layouts that show how real-world environments should feel. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Physical spaces create strong emotional impact. Clear spatial expressions give teams and partners a concrete reference before production documents and build guides are created. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Platform Idea (\*Also known as the\* Big Idea) 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") The central brand idea that sits across the top of your messaging structure. It expresses what your brand stands for in a way that creative work can consistently build on over time. It is long-term and media-neutral, meaning it is not tied to a specific channel, format, or single initiative. It is not your campaign or a tagline, although it will directly inform them. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without a clear platform idea, executions feel disconnected and over time can blur your positioning. A strong platform ensures campaigns and content build in the same direction, making brand expression cumulative rather than stop-start. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Verbal Identity 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") The language building blocks your brand uses to communicate. It defines tone, vocabulary, rhythm, and signature phrases so teams, partners, and AI can create new work consistently. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") When many people create on behalf of the brand, language quickly fragments. Clear verbal building blocks ensure messaging remains recognisable and reinforces positioning over time. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Visual Identity 🦴Brand Expression β€” The Skeleton ## Definition[​](#definition "Direct link to Definition") The visual building blocks your brand uses to be recognised. It defines elements such as logo, typography, colour, layout logic, imagery style, and distinctive assets that designers and AI use to create new work. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without clear visual building blocks, design becomes inconsistent and harder to recognise. Strong visual foundations build memory and connect work across touchpoints. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Brand Personality ❀️Brand Strategy β€” The Heart ## Definition[​](#definition "Direct link to Definition") A deliberate strategic decision about the traits your brand will consistently express. It defines how the brand should act and feel at a high level, providing direction for tone and behaviour. It is often articulated using archetypes, but archetypes are simply one viable method of many. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Many people and partners create on behalf of a brand. Without a clearly defined personality, expression becomes diluted or inconsistent. It provides a lens to judge what is and isn’t on brand. In competitive markets where products and features are similar, tone and character are often what separate one brand from another. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Brand Positioning Statement ❀️Brand Strategy β€” The Heart ## Definition[​](#definition "Direct link to Definition") A concise internal statement that compresses your positioning into a clear, structured sentence. It defines who you serve, what you offer, the value you create, and why that value is credible. It is written for internal clarity, not external promotion. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Positioning often lives across multiple slides and discussions. This consolidated statement forces alignment by reducing it to a simple, usable form. It becomes a reference point for product, messaging, and investment decisions. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Brand Value Proposition ❀️Brand Strategy β€” The Heart ## Definition[​](#definition "Direct link to Definition") A clear articulation of the value each of your brands create for their chosen audience. It defines how your brands relieve meaningful pains and create meaningful gains, both rational and emotional, beyond individual products or features. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") If the value is vague, everything becomes a feature list. A strong brand value proposition guides what you build, how you prioritise, and how you communicate, ensuring all decisions reinforce the same core value. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Customer Funnel / Loop ❀️Brand Strategy β€” The Heart ## Definition[​](#definition "Direct link to Definition") A simple model that maps how people move from first awareness through consideration and purchase into an ongoing relationship. Commonly referred to as a funnel, more modern models recognise that customer relationships do not end at purchase and are better illustrated as a loop. It breaks progression into stages so your company can define clear objectives at each step. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without a shared view of how customers progress, teams optimise isolated moments instead of the whole system. A clear funnel or loop aligns product, pricing, distribution, and promotion around the same progression, reducing wasted effort and conflicting objectives. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Journey Map(s) ❀️Brand Strategy β€” The Heart ## Definition[​](#definition "Direct link to Definition") A bespoke visualisation of how your customers experience your organisation over time. The type of map you create depends on what you are trying to learn. It may focus on interactions with your company, a specific channel, a service process, or a broader day-in-the-life context. Maps that try to capture everything at once create noise instead of clarity. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") If you do not understand what customers experience at specific moments, improvement becomes guesswork. The right map exposes friction, gaps, and opportunities so teams can make deliberate changes. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Perceptual Positioning Maps ❀️Brand Strategy β€” The Heart ## Definition[​](#definition "Direct link to Definition") A visual tool that shows how your brand is perceived relative to competitors across appropriate chosen axes of value. These dimensions are typically attributes customers use to compare and choose between options, such as price, quality, innovation, or service. It maps perception, not intention, helping you see where your brand currently sits in the market. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") There is often a gap between how a company wants to be positioned and how it is actually perceived. Perceptual maps expose that gap. They provide evidence to support positioning decisions and help identify overcrowded spaces, open territory, and competitive risks. *** ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Product/Service Value Proposition ❀️Brand Strategy β€” The Heart ## Definition[​](#definition "Direct link to Definition") A clear articulation of the value a specific product or service creates for its chosen audience. It defines how that offering relieves meaningful pains and creates meaningful gains, both rational and emotional, in a way that supports the overall brand value proposition. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Each product or service must deliver real value in its own right, but it should not contradict the brand. A clear product or service value proposition sharpens development, pricing, and messaging decisions while reinforcing the broader brand value. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Target Audience Profiles ❀️Brand Strategy β€” The Heart ## Definition[​](#definition "Direct link to Definition") A clear definition of the specific group, or groups, your company (or each of your brands if necessary) has chosen to create value for. This focus shapes everything from your product or service through to your communication. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Your total market is not your target audience. If you do not make deliberate choices about who you are focused on, effort spreads thin and value weakens. Clear audience focus concentrates investment, sharpens value propositions, and prevents you from trying to serve everyone at once. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Brand Architecture Map 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") A structured view of how brands, sub-brands, and offerings relate to one another within your organisation. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Clear brand architecture reduces confusion for customers and employees, strengthens positioning, and supports confident decisions about growth, expansion, and brand hierarchy. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Core Capabilities 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") The critical organisational capabilities you must build and sustain to deliver your where and how choices. These describe what your organisation can consistently do well, beyond individual skills. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Core capabilities are what make the strategy choices realistic. They guide investment in people, partners, and technology and help build and grow strengths competitors struggle to replicate. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # How to Win 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") The defined source of competitive advantage you will build within the spaces you have chosen. It explains why customers should prefer you over alternatives and what you will do better, differently, or more consistently than others. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without a defined advantage, competition defaults to price-driven or reactive. Clear advantage guides capability building, investment decisions, and operational focus. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Mission 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") The focused commitments that move the organisation toward its Vision. It defines what you will do, in specific markets or categories, to make progress. It informs and is reviewed during strategic planning. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Mission turns ambition into action. It concentrates effort, guides resource allocation, and ensures day-to-day strategy remains aligned to long-term intent. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Organisational Design (People \\+ Tech) 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") The mapping and structuring of roles, workflows, and enabling technology to support your strategy, including how people and AI systems work together. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") AI and rapid technological advancement mean people and technology now operate as one connected system. Aligning them reduces friction, removes duplication, and ensures your organisation is built to execute effectively and scale. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Product/Service Map 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") A clear overview of how your products and services fit within your broader brand architecture. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It ensures each offering has a defined role and avoids internal competition. It also reduces ambiguity in strategic decision-making, particularly when deciding whether something should remain a product or evolve into a standalone brand. *** ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Purpose 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") The shared belief that explains why your organisation exists beyond what it sells. It expresses the underlying conviction that unites your culture. It should not describe your industry, products, or services. It defines the human reason why they all matter. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Shared belief is what binds any culture together. A clear Purpose creates emotional alignment internally and credibility externally. It acts as a long-term anchor for decisions when markets, products, and strategies change. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Values 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") The observable standards for how people behave. They define how decisions are made and how people act, especially under pressure. All within the context of the other layers of the purpose, vision, and mission. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Values shape everyday behaviour at every touchpoint. When they are clear and lived, they protect culture, build trust, and create consistency as the organisation grows. When they are not observable, they become empty statements. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Vision 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") A clear description of what you aspire for your organisation to do or be. It translates belief into a future state worth pursuing, remaining high-level and directional rather than operational. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Vision provides a destination. It gives shape to ambition and helps teams judge whether decisions move the organisation closer to the future it wants to create. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Where to Play 🧠Company Strategy β€” The Brain ## Definition[​](#definition "Direct link to Definition") The clear definition of where your organisation chooses to compete. This includes the specific markets, customer groups, categories, geographies, and contexts you will focus on, and just as importantly, where you will not compete. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Strategy requires trade offs. Without defined boundaries, effort spreads thin and resources are wasted. Clear choices concentrate investment where you have a realistic opportunity to win. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Behavioural Analytics πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Using real behaviour data to see how customers discover, choose, buy, and stay, or leave. This includes website and app analytics, CRM patterns, customer service contacts, and repeat purchase behaviour. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It shows where customers drop off, what drives repeat, and which channels really perform. It connects promotion and distribution decisions to actual outcomes. *** ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Brand Intelligence πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Tracking competitor brand strength and how they show up in the market. This can include brand tracking (awareness, consideration, preference), rough levels of media investment, and the key messages and creative styles they use. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It helps you judge whether you are distinctive or forgettable. It adds a layer of perspective to your insight by moving beyond insular metrics and benchmarking you against those who are competing for your customer’s attention and behaviour. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Channel Scorecards πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Simple, shared scorecards for key channels and partners like retailers, distributors, marketplaces, platforms, and affiliates. Typically covers availability, execution quality, sales contribution, and key commercial terms. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Many β€œmarketing problems” are actually partner execution problems. Scorecards make distribution and joint plans visible, measurable, and fixable. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Commercial Review πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") A clear view of how money is made, by product, by customer type, and by channel. This includes margins, cost-to-serve, discount impact, promotion impact, and which products drive profit versus volume. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It stops marketing optimising for activity instead of profit. It also prevents the β€œhero product” trap whereby your biggest focus is actually the best way to lose money faster. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Competitive Audit πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") A structured review of how competitors win business in practice. Including their product range, pricing tiers, packaging, promotions, bundles, guarantees, and service levels. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It prevents you from competing with a made-up version of the market. It also highlights where you are overpriced, under-featured, or simply hard to choose. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Customer Research πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Direct research to understand what customers do, why they do it, and what gets in the way. This includes interviews, observation, surveys, and usage studies. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It grounds all marketing decisions in how people actually decide, not how the business hopes they decide. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Demand Signals πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") A simple β€œradar” of what people are paying attention to right now. Common sources include search trends, reviews, customer complaints, call-centre themes, and spikes in online conversation. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It gives early warning of shifts in needs, perceptions, and demand. It is not a perfect truth, but can provide a signal for further investigation. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Distribution Intelligence πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Understanding where competitors sell, how easy they are to find, and how reliably they are in stock. This can include shelf presence, online search placement, delivery speed, marketplace coverage, and retail execution. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Distribution is often the silent growth lever. If competitors are easier to buy, their marketing is more effective by default. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Effectiveness Measurement πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") A practical system to measure what caused results. This can include marketing mix modelling, controlled tests (test vs control), and a clear test-and-learn routine. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It separates correlation from causation. It helps you invest with confidence across channels, pricing moves, promotions, and product changes. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Environmental Scanning πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") A regular scan of what’s changing outside your business that could reshape demand or change the rules of the category. This includes regulation, economic pressure, new technology, and shifts in how the category is growing or shrinking. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It helps you spot change early, before it shows up in sales. It also stops strategy being built on last year’s conditions. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Experience Audit πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") A review of the end-to-end customer experience, including website, store, packaging, service, sales process, onboarding, and communications. It focuses on friction, inconsistency, and broken moments. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Promotions cannot outrun a poor experience forever. Fixing friction often improves conversion and retention more reliably than adding more spend. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Media Effectiveness πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Measuring how advertising performs within platforms and partner ecosystems, using methods that go beyond clicks. This might include lift studies, controlled tests, and comparing exposed vs not exposed audiences where possible. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Platform reporting often over-credits itself. This keeps promotion investment honest, especially in walled gardens and retail media. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Pricing Research πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Research that tests what people are willing to pay and what trade-offs they will accept. This can include price testing and structured β€œchoice” studies where people pick between realistic options with different features and prices. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It reduces guesswork in pricing, packaging, and product design. It helps you avoid underpricing value, overpricing the wrong thing, or building features nobody will pay for. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Risk Watch πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Tracking constraints that can quietly disrupt your strategy; like rising costs, supply issues, delivery delays, privacy changes, or platform policy changes. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Many marketing choices are only β€œwrong” because reality changed underneath them. This keeps plans workable, especially around price, availability, and targeting. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Tech Capability πŸ‘οΈData & Insights β€” The Senses ## Definition[​](#definition "Direct link to Definition") Making sure you can actually use the data available. This includes how tools connect, data quality, tracking setup, reporting reliability, privacy compliance, and how systems, partners, and AI can access and use data effectively and safely. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Good strategy fails when the system cannot execute it. This ensures insight can flow into action, not into another dashboard nobody trusts. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Creative Campaign Concept(s) πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") A defined idea that shapes a specific marketing push over a set period. For example, a seasonal promotion, a product launch theme, a brand awareness drive, or a limited-time offer campaign. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Campaigns concentrate effort. They align teams around a focused objective and prevent activity from becoming scattered or reactive. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Distribution Model πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") The strategic approach to how customers access and purchase your product or service. It defines your route to market, such as direct, retail, partner, or marketplace. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Distribution choices affect reach, cost, margin, and customer experience. The wrong model can restrict growth or erode profitability. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Distribution Plan πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") The rollout plan for putting your distribution model into practice. This may include opening locations, onboarding partners, launching e-commerce, expanding into new regions, and setting up logistics. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Even the right distribution model fails without disciplined rollout. A clear plan ensures your product is available where and when customers expect it. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Earned Channels πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") Earning the right to access someone else’s audience. Examples include news publications, industry journals, podcast hosts, conference organisers, or review platforms. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") They provide credibility through third-party validation. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Earned Content πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") Content that earns the right to access someone else’s audience. This includes press coverage, reviews, interviews, guest articles, unpaid speaking invitations, or organic media mentions. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It builds authority and credibility because someone else chose to feature you. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Media Plan (GTM) πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") The plan outlining which paid, earned, shared, and owned channels will be used to access specific audiences for a launch or initiative. It defines budget, timing, sequencing, and channel mix. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without coordination, channels operate in isolation. A clear plan ensures efforts work together toward the same objective. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Owned Channels πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") Accessing an audience via a wholly controlled company channel. Examples include your website, app, retail store, email database, packaging, or customer portal. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") They provide stability, control, and long-term audience equity. *** ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Owned Content πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") Content published through wholly controlled company channels. This includes website pages, blog posts, email newsletters, product packaging, in-store displays, apps, and customer portals. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It builds long-term assets and gives you direct access to your audience without paying for each interaction. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Paid Channels πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") Paying a media publisher to access an audience. Examples include search engines, social advertising platforms, TV networks, digital display networks, sponsorship properties, or event organisers. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") They provide predictable reach and scale when investment increases. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Paid Content πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") Content created to be placed in paid media to access an audience. This includes display ads, search ads, sponsored social posts, paid influencer partnerships, paid speaking slots, or sponsorship activations. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It provides controlled, scalable access to defined audiences. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Price Model πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") The logic behind how your company charges for and captures value. It defines how customers pay and how revenue is generated. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Price signals value. The wrong model can undermine positioning, while the right model reinforces it. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Pricing Plan πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") The specific price points, tiers, discounts, and terms used to apply the price model in market. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Clear pricing reduces confusion, builds trust, and ensures consistent application across channels and customer segments. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Product/Service Design & Development πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") The process of designing, testing, and building products or services that align with your roadmap, meet customer needs and deliver on your value proposition. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") This is where strategy becomes real. If the product or service does not deliver clear value, no amount of messaging or media can compensate. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Product/Service Roadmap πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") A delivery plan that outlines how your products or services will evolve over time, including priorities, releases, and improvements. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") Without a roadmap, development becomes reactive and scattered. A clear plan aligns teams on what is being built next and why. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Shared Channels πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") Accessing an audience via a third-party controlled platform or partnership. Examples include social media platforms, online communities, marketplaces, or collaborative partnerships. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") They enable participation and platform-driven distribution. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Shared Content πŸ‘€Execution β€” The Face (Body) ## Definition[​](#definition "Direct link to Definition") Content published on third-party platforms where audiences can interact, comment, and share. This includes organic social posts, community discussions, forum participation, and collaborative content with partners. ## Why it matters[​](#why-it-matters "Direct link to Why it matters") It enables conversation, engagement, and reach within platform ecosystems. ## How it connects[​](#how-it-connects "Direct link to How it connects") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "How it connects" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## The framework[​](#the-framework "Direct link to The framework") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "The framework" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Inputs & outputs[​](#inputs--outputs "Direct link to Inputs & outputs") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Inputs & outputs" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Examples[​](#examples "Direct link to Examples") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Examples" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Common pitfalls[​](#common-pitfalls "Direct link to Common pitfalls") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Common pitfalls" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). ## Further reading[​](#further-reading "Direct link to Further reading") 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Further reading" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # For AI Agents This page documents how AI agents and other automated consumers should read The Anatomy of Marketing. The site is built to be machine-readable from day one β€” no scraping required. ## Structure[​](#structure "Direct link to Structure") The methodology splits into 6 colour-coded "hats" and 60 concept pages, plus methodology, mindset, foundations, and references layers. Every concept page belongs to exactly one hat. Every URL is stable and citable β€” slugs never change without a redirect. * **Hats** at `/hats/` β€” the 6 top-level categories (`investment`, `company-strategy`, `brand-strategy`, `brand-expression`, `execution`, `data-and-insights`). * **Concepts** at `/concepts//` β€” 60 concept pages, one per term in the AoM glossary. * **Methodology** at `/methodology/` β€” Diagnose, Prioritise, Build, Innovate (4 steps + an overview + a quarterly-rhythm page). * **Mindset** at `/mindset/principle-{1..8}` β€” 8 placeholder principles (founders fill via CMS). * **Foundations** at `/foundations/` β€” context pages explaining what AoM is and why. * **References** at `/references/intellectual-lineage/` β€” citation lineage. ## Machine-readable artifacts[​](#machine-readable-artifacts "Direct link to Machine-readable artifacts") Three machine-readable views of the same content tree: * **`/aom.json`** β€” the full graph as a single JSON file. Top-level fields: `$schema` (versions the JSON shape), `spec_version` (versions the methodology content), `license`, `trademark`, `lastmod`, `baseUrl`, then arrays of hats/concepts/methodology/mindset/foundations. Every entry has both `htmlUrl` (browser) and `mdUrl` (clean Markdown). Recommended for any agent that needs the full graph. * **`/llms.txt`** β€” hierarchical index per the [llmstxt.org](https://llmstxt.org) spec. Compact, scannable, suitable as a first-load by AI assistants. * **`/llms-full.txt`** β€” complete spec content inlined. Suitable for cold-loading the entire methodology into a context window. * **`.md`** β€” every concept/hat/methodology/mindset/foundation URL has a `.md` sibling that returns clean Markdown (no HTML chrome). Example: `/concepts/company-strategy/purpose.md`. Cloudflare Pages Functions middleware also serves the `.md` form when `Accept: text/markdown` is set on the HTML URL. ## URL conventions[​](#url-conventions "Direct link to URL conventions") * All URLs are lowercase kebab-case. Slugs are immutable; renames require a tombstone or redirect. The build fails if a citation breaks (`onBrokenLinks: 'throw'`). * The site is live at `https://wiki.anatomyofmarketing.dev` (dev domain). Production cutover (preferred subdomain `wiki.anatomyofmarketing.org`) is deferred β€” citations should reference the dev URL until the v1 milestone closes. * AI-friendly crawlers (`GPTBot`, `ClaudeBot`, `Google-Extended`, `PerplexityBot`) are explicitly allowed via `/robots.txt`. ## Citation format[​](#citation-format "Direct link to Citation format") For academic and reference use, cite the methodology via the [CITATION.cff](https://github.com/the-kizz/anatomy-of-marketing/blob/main/CITATION.cff) at the repo root. GitHub renders a "Cite this repository" widget. Suggested prose citation: > Antill, K. & Hastings, R. (2026). *The Anatomy of Marketing β€” Open Methodology* (v26.3.1). Ne-Lo. Per-page citations include version-pinned URLs (`/26.3.1/concepts//`) once the first version cut ships in Phase 6. Until then, the dev URLs are the citable surface. Each concept page also exposes [`schema.org/DefinedTerm`](https://schema.org/DefinedTerm) JSON-LD; each hat exposes `DefinedTermSet` with a `hasDefinedTerm[]` listing. ## Worked example: auditing a company's marketing using AoM[​](#worked-example-auditing-a-companys-marketing-using-aom "Direct link to Worked example: auditing a company's marketing using AoM") Suppose an AI agent is asked to "audit Acme Corp's marketing using The Anatomy of Marketing". A workflow: 1. **Load the graph.** Fetch `/aom.json` once. Cache for the session. 2. **Walk the 6 hats.** For each hat, identify which Acme artifacts (website, brand book, comms plan, dashboards) cover that hat. Note the metaphor: Investment is the Blood Flow, Brand Strategy is the Heart, Data & Insights is the Senses. 3. **For each hat, walk the concepts.** For Brand Strategy, that's 8 concepts (Target Audience Profiles, Customer Funnel/Loop, Journey Maps, Brand Value Proposition, Product/Service Value Proposition, Brand Positioning Statement, Brand Personality, Perceptual Positioning Maps). For each, ask: does Acme have an artifact for this? Is it consistent with the others? 4. **Surface gaps.** Concepts where Acme has no artifact, or where artifacts conflict, are the audit findings. Use the concept page's "Why it matters" verbatim from the glossary as the rationale. 5. **Cite.** Every claim references the concept's URL β€” never paraphrase. The methodology is licensed CC BY 4.0; attribution is required. The MCP server (sibling repo `the-kizz/aom-mcp`) wraps these queries as tool calls (`list_hats`, `get_hat`, `search_concepts`, `get_concept`, etc.) for agents that prefer protocol calls to JSON parsing. NOT published to npm β€” install locally per the MCP scaffold README. --- # For Educators This page is for marketing educators β€” university lecturers, vocational instructors, course designers, and certification trainers β€” who want to teach with The Anatomy of Marketing. ## Why teach with the AoM[​](#why-teach-with-the-aom "Direct link to Why teach with the AoM") Marketing curricula often fragment across silos: branding here, performance there, research somewhere else. The AoM gives students a single shared structure β€” six colour-coded "hats" wrapping 60 concepts β€” that makes those silos visible and connects them. Students who learn the AoM gain a vocabulary that travels across courses, employers, and AI tools. Concrete affordances for teaching: * **Stable URLs.** Every concept page has an immutable slug; citations in your syllabus or handouts won't break across semesters. * **Open licence.** Content is [CC BY 4.0](https://wiki.anatomyofmarketing.dev/foundations/what-is-the-aom.md). Use it in slides, handouts, and assignments with attribution. Trademark stays with Ne-Lo β€” you may cite the methodology but not brand derivative paid courses as "Anatomy of Marketing". * **Machine-readable.** Students can paste a concept URL into Claude or ChatGPT (the "Continue in" buttons at the bottom of every page do this) and the AI gets the canonical definition, not a paraphrase. * **Versioned content.** The methodology cuts versions (e.g., v26.3.1) so a course built against one version stays stable; later updates don't silently change definitions students have already learned. ## Suggested teaching paths[​](#suggested-teaching-paths "Direct link to Suggested teaching paths") The AoM works at multiple levels of depth. Three paths that have worked well in practice: ### Lecture mini-series (3–6 weeks)[​](#lecture-mini-series-36-weeks "Direct link to Lecture mini-series (3–6 weeks)") One week per hat. Each lecture: introduce the hat's body-system metaphor (Brain, Heart, Skeleton, Body, Senses), walk through 2–3 of its concepts in depth, then a 30-minute case-study application. Strongest fit: undergraduate marketing fundamentals, MBA core marketing. ### Capstone audit project[​](#capstone-audit-project "Direct link to Capstone audit project") Students work in pairs to audit a real company's marketing using the AoM: 1. Pick a company with public marketing surfaces (website, comms, products). 2. For each of the 6 hats, identify which company artifacts cover that hat. Note gaps and conflicts. 3. For one hat, walk every concept and judge whether the company has a coherent answer for it. 4. Submit a 5–10 page audit with the methodology cited per finding. See the worked example in [/for-ai-agents](https://wiki.anatomyofmarketing.dev/for-ai-agents.md) β€” students using AI assistants will find the same structure useful. ### Reference seminar (single session)[​](#reference-seminar-single-session "Direct link to Reference seminar (single session)") Use the AoM as the connective tissue across other frameworks students already know (Porter, Kotler, Aaker, McCarthy's 4Ps). The [intellectual lineage](https://wiki.anatomyofmarketing.dev/references/intellectual-lineage.md) page documents which thinkers AoM draws from. A 90-minute session can map the 4Ps onto the Execution hat's 16 concepts, then show what the AoM adds (Investment, Brand Strategy, Data & Insights as first-class peers, not afterthoughts). ## Citation[​](#citation "Direct link to Citation") Every concept page has a "Cite this page" button at the bottom β€” copies APA, MLA, Chicago, or BibTeX. For citing the methodology as a whole, use [CITATION.cff](https://github.com/the-kizz/anatomy-of-marketing/blob/main/CITATION.cff) (GitHub renders a "Cite this repository" widget). Format preview: > Antill, K. & Hastings, R. (2026). *The Anatomy of Marketing β€” Open Methodology* (v26.3.1). Ne-Lo. Citations include version-pinned URLs once Phase 6 ships the version cut feature; until then, the dev URLs at `wiki.anatomyofmarketing.dev` are the citable surface. ## Courseware downloads[​](#courseware-downloads "Direct link to Courseware downloads") Slide decks, hat reference posters, and assignment templates will live at [/courseware](https://wiki.anatomyofmarketing.dev/courseware) once founders publish them. The bundles will be free (no signup) for academic use under CC BY 4.0; lead capture only applies to richer-format paid bundles outside the open methodology. ## AoM Training (paid, optional)[​](#aom-training-paid-optional "Direct link to AoM Training (paid, optional)") Ne-Lo offers certified AoM training for institutions and individuals β€” instructor certifications, deeper case-study libraries, and licensed teaching kits. None of this is required for using the open methodology in your course. Get in touch via [ne-lo.com](https://ne-lo.com) if your institution wants a formal partnership. --- # 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. --- # Design Principles Design Principles (Periodic table + Underground) --- # How to Read the AoM Map Copy --- # Layer 1: Macro Narrative **What it is** The Macro Narrative uses the human anatomy as a metaphor to align people around a shared understanding of marketing. It frames marketing as a living system, where performance depends on how all parts work together. **Why it matters** Marketing is often explained in fragmented or technical terms, making it difficult for cross-functional teams to develop a shared understanding. A common language and mental model are critical for any high-functioning team. The anatomy metaphor provides that shared understanding. It offers a simple, familiar way to see how marketing works across the whole business, grounded in something everyone already understands. This shifts mindset. Marketing is no longer seen as a department or a set of activities. It becomes a system that connects how value is created, communicated, and delivered. This is critical for culture change. Before teams can change how they work, they need a shared way to understand what they are working on. **The Anatomy – 5 Parts explained** The Macro Narrative is expressed through six connected parts, each representing a critical function within the system. You can explore the design logic behind the AoM map, including its structure and use of colour, here. (link) Each part has a distinct role, but none operate independently. Like a living system, performance depends on how well these parts work together. **πŸ”΄ Investment (Time, Money, Attention) | The Blood Flow** Focus resources and attention where it matters most, across both human and AI-enabled activities. Just as a body cannot function without blood flow, a business cannot perform without aligned investment. If resources do not reach the right areas, the system weakens or fails. **🟠 Company Strategy | The Brain** Choose what you will and won’t focus on to win in your chosen market(s). Like the brain, this sets direction and coordinates the system. Without clear choices, effort becomes scattered and the organisation loses focus. **🟑 Brand Strategy | The Heart** Clarify how your brand creates value, and for whom. The heart gives purpose and meaning to the system. It defines why customers should care and ensures value is consistently created and recognised. **🟒 Brand Expression | The Skeleton** Determine where and how your brand is expressed across touchpoints. The skeleton provides structure and consistency. It ensures the brand shows up coherently across channels, teams, and formats. **πŸ”΅ Execution | The Body** Plan and deliver across the entire marketing mix. This is where work becomes real. Like the body in motion, it turns strategy and intent into action, performance, and outcomes. **🟣 Data & Insights | The Senses** The right insights from the right people and places at the right time to inform effective decision making. Like the senses, this layer allows the system to perceive, learn, and adapt. Without it, decisions are made without awareness or feedback. Together, these parts form a cohesive narrative. Strength comes not from any single part, but from how well they operate together. **Operating Rhythm – Annual and longer-term** Used to align leadership and teams on long-term direction. It explains what matters, why it matters, and how it connects across the business without getting lost in detail. --- # Layer 2: Fundamentals **What it is** The Fundamentals define the core components of marketing using clear and consistent language. They provide a structured view of how decisions connect across strategy, brand, execution, and measurement, supported by a maintained and version-controlled glossary. **Why it matters** Marketing is full of abstract terms. Words like brand, positioning, value, or strategy are widely used, but rarely defined in the same way. This creates hidden misalignment. People believe they are aligned, but are often working from different interpretations. The same issue applies to AI, which relies on the structure and definitions it is given. Without this, it defaults to assumptions drawn from inconsistent sources. This leads to significant waste. Time is spent explaining, re-explaining, and correcting work that was built on inconsistent assumptions. The AoM removes this ambiguity. Each fundamental is clearly defined and maintained within a shared glossary, ensuring that people and AI operate from the same understanding. This reduces confusion, improves collaboration, and enables more consistent decision making across the business. **Operating Rhythm – Annual and quarterly** Used for planning and review cycles. It supports prioritisation, helping teams align on what to stop, start, and continue. --- # Level 3: Connected Tools **What it is** The Connected Tools layer links practical frameworks to the model, showing where and how they should be used. These frameworks are curated and adapted from established sources, with clear attribution, and structured to connect to the AoM. Each tool is aligned to a specific part of the model and colour-coded to reflect its role within the system. **Why it matters** Most organisations utilise frameworks of some description for decision-making, but they are often sourced from different places and applied in isolation. Many of these frameworks were developed in different contexts, across decades, industries, and geographies. While effective individually, they were not designed to work together. This can lead to inconsistency in how problems are approached, with teams spending time determining which tools to use and how they relate, rather than focusing on the work itself. The Connected Tools layer provides a structured way to apply these frameworks in context. By linking them to the model, it clarifies their role and how they connect to other parts of the system. This supports more consistent application across teams and enables AI to operate on the same structured inputs. **Design** The frameworks are designed for practical use across different environments. They can be used to inform AI models, printed at any scale, or applied within digital collaboration tools such as FigJam, Miro, and similar platforms. Each tool is designed to connect with others, supporting a coherent and scalable way of working. You can explore the design principles behind the AoM frameworks here. (link) **Operating Rhythm** The AoM frameworks support daily, weekly, and monthly ways of working. They are used for hands-on collaboration and iteration, enabling teams to build and refine outputs in real time. This ongoing work feeds into broader monthly and quarterly planning cycles, ensuring that activity remains connected to priorities and longer-term direction. --- # Marketing Is a Culture πŸ“ Best-effort draft This page is a best-effort draft distilled from existing AoM marketing copy. Founders to refine via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). 🚧 To be drafted This section is being drafted by the maintainers. Editors with content for "Body" can contribute via [/admin](https://wiki.anatomyofmarketing.dev/admin) (Phase 5+). --- # Mission The mission of the AoM is to develop, maintain, and make accessible an objective and universally understood model of marketing. This includes publishing well-structured, clearly defined, and properly cited frameworks and resources as a public reference, available for use with attribution. Through this, and in partnership with licensed training and agency providers, the AoM supports organisations to align teams, guide decisions, and improve how marketing connects across the business for people and AI. --- # The Problem AoM Addresses Marketing is widely misunderstood. In practice, it is a whole-of-business function that connects how an organisation creates, communicates, and delivers value. In reality, it is often reduced to communications, campaigns, or a single department. At the same time, we are not short of thinking. There is an abundance of proven frameworks, models, and ideas across disciplines. Some of the best thinking already exists. Alongside it, there is also a growing volume of noise. What is missing is a universal way to show how it all connects. Advancements in technology and increasing specialisation have led to more siloed ways of thinking. But customers do not experience a business in silos. Outcomes are shaped by how all parts work together. This leaves organisations with strong individual ideas, but no shared structure to connect them. It creates confusion across teams, slows decision making, and limits how effectively investment is prioritised. The same challenge now extends to AI, which operates on the inputs and structure it is given. Maximising investment and coordinating customer value creation across the business requires a shared structure and a common language. Without it, diagnosing problems and prioritising action remains inconsistent, inefficient, and difficult to scale. --- # The 3 Layers of AoM The Anatomy of Marketing is expressed across three layers, each operating at a different altitude. This separation is deliberate. Marketing requires a simple way to align people, a clear way to structure decisions, and a practical way to take action. Without this, conversations either stay too abstract or get lost in tactics. The three layers move from understanding to application, enabling cross-functional teams and the AI that supports them to work from the same system. --- # Vision The vision of the Anatomy of Marketing is ambitious, but simple. **To be the universal language for company-wide marketing.** **For people and AI.** --- # What is the AoM? The Anatomy of Marketing (AoM) is a structured model that provides a common language and schema for how marketing works across a business, enabling cross-functional teams and the AI that supports them to operate from the same understanding. It connects established thinking into a single system, showing how decisions relate across strategy, brand, execution, and measurement. It is designed to support how marketing is understood, taught, and applied across organisations. This includes internal teams, agency partners, and training environments, all working from the same shared structure. By providing this underlying logic, the AoM enables clearer collaboration, more consistent decisions, and more effective use of the technologies that support modern marketing. It treats marketing as an enterprise capability, not a silo. The model helps coordinate how value is created, communicated, and delivered across the business. It does not prescribe what to prioritise. It clarifies what exists and how it connects, enabling organisations to diagnose more clearly, prioritise more effectively, and act with greater consistency. --- # Why a Map Matters Copy ie AoM models are based on london underground x Periodic table. --- # Brand Expression 🦴Brand Expression β€” The Skeleton Determine where and how your brand(s) are expressed across touchpoints ## Concepts[​](#concepts "Direct link to Concepts") * [Platform Idea (*Also known as the* Big Idea)](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/platform-idea-also-known-as-the-big-idea.md) * [Messaging Framework *(Also known as a Messaging Architecture, Message House, or Messaging Hierarchy)*](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/messaging-framework-also-known-as-a-messaging-architecture-message-house-or-messaging-hierarchy.md) * [Channel Map (PESO)](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/channel-map-peso.md) * [Creative Principles](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/creative-principles.md) * [Verbal Identity](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/verbal-identity.md) * [Visual Identity](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/visual-identity.md) * [Digital & Experience Design](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/digital-experience-design.md) * [Physical & Spatial Design](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/physical-spatial-design.md) * [Design Guidelines & Systems](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/design-guidelines-systems.md) * [Brand Codes & Distinctive Assets](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/brand-codes-distinctive-assets.md) * [Internal Comms & Briefing](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/internal-comms-briefing.md) --- # Brand Strategy ❀️Brand Strategy β€” The Heart Clarify how your brand(s) create value, and for whom ## Concepts[​](#concepts "Direct link to Concepts") * [Target Audience Profiles](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/target-audience-profiles.md) * [Customer Funnel / Loop](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/customer-funnel-loop.md) * [Journey Map(s)](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/journey-map-s.md) * [Brand Value Proposition](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-value-proposition.md) * [Product/Service Value Proposition](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/product-service-value-proposition.md) * [Brand Positioning Statement](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-positioning-statement.md) * [Brand Personality](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-personality.md) * [Perceptual Positioning Maps](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/perceptual-positioning-maps.md) --- # Company Strategy 🧠Company Strategy β€” The Brain Choose what you will and won’t focus on to win in your chosen market(s) ## Concepts[​](#concepts "Direct link to Concepts") * [Purpose](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/purpose.md) * [Vision](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/vision.md) * [Mission](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/mission.md) * [Values](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/values.md) * [Where to Play](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/where-to-play.md) * [How to Win](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/how-to-win.md) * [Core Capabilities](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/core-capabilities.md) * [Organisational Design (People + Tech)](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/organisational-design-people-tech.md) * [Brand Architecture Map](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/brand-architecture-map.md) * [Product/Service Map](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/product-service-map.md) --- # Data & Insights πŸ‘οΈData & Insights β€” The Senses The right insights from the right people and places at the right time to inform effective decision making. ## Concepts[​](#concepts "Direct link to Concepts") * [Environmental Scanning](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/environmental-scanning.md) * [Demand Signals](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/demand-signals.md) * [Risk Watch](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/risk-watch.md) * [Competitive Audit](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/competitive-audit.md) * [Distribution Intelligence](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/distribution-intelligence.md) * [Brand Intelligence](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/brand-intelligence.md) * [Commercial Review](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/commercial-review.md) * [Experience Audit](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/experience-audit.md) * [Effectiveness Measurement](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/effectiveness-measurement.md) * [Channel Scorecards](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/channel-scorecards.md) * [Media Effectiveness](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/media-effectiveness.md) * [Tech Capability](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/tech-capability.md) * [Customer Research](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/customer-research.md) * [Pricing Research](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/pricing-research.md) * [Behavioural Analytics](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/behavioural-analytics.md) --- # Execution πŸ‘€Execution β€” The Body Plan and deliver across the entire marketing mix ## Concepts[​](#concepts "Direct link to Concepts") * [Product/Service Roadmap](https://wiki.anatomyofmarketing.dev/concepts/execution/product-service-roadmap.md) * [Product/Service Design & Development](https://wiki.anatomyofmarketing.dev/concepts/execution/product-service-design-development.md) * [Price Model](https://wiki.anatomyofmarketing.dev/concepts/execution/price-model.md) * [Pricing Plan](https://wiki.anatomyofmarketing.dev/concepts/execution/pricing-plan.md) * [Distribution Model](https://wiki.anatomyofmarketing.dev/concepts/execution/distribution-model.md) * [Distribution Plan](https://wiki.anatomyofmarketing.dev/concepts/execution/distribution-plan.md) * [Creative Campaign Concept(s)](https://wiki.anatomyofmarketing.dev/concepts/execution/creative-campaign-concept-s.md) * [Paid Content](https://wiki.anatomyofmarketing.dev/concepts/execution/paid-content.md) * [Earned Content](https://wiki.anatomyofmarketing.dev/concepts/execution/earned-content.md) * [Shared Content](https://wiki.anatomyofmarketing.dev/concepts/execution/shared-content.md) * [Owned Content](https://wiki.anatomyofmarketing.dev/concepts/execution/owned-content.md) * [Media Plan (GTM)](https://wiki.anatomyofmarketing.dev/concepts/execution/media-plan-gtm.md) * [Paid Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/paid-channels.md) * [Earned Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/earned-channels.md) * [Shared Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/shared-channels.md) * [Owned Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/owned-channels.md) --- # Investment 🩸Investment β€” The Blood Flow Focus resources and attention where it matters most, across both human and AI-enabled activities. *Concepts to be added.* --- # Architecture This page explains the **purpose of every part** of the system. If you're trying to understand why a particular file exists or what would break if you removed it, start here. ## The trust layer[​](#the-trust-layer "Direct link to The trust layer") Three things are load-bearing across the entire stack. Don't break them: 1. **The Zod schema is the only source of truth.** `schemas/source.ts` defines every front-matter contract. `pnpm codegen` derives the CMS config (`static/admin/config.yml`) and the JSON Schema (`schemas/frontmatter.schema.json`) from it. The runtime validator (`scripts/validate-frontmatter.ts`) uses the same source. CI fails if codegen drifts. 2. **Slugs are immutable.** The build runs with `onBrokenLinks: 'throw'`, `onBrokenAnchors: 'throw'`, and `onBrokenMarkdownLinks: 'throw'`. A renamed slug = broken citation = build failure. Renames require an explicit redirect or tombstone. 3. **The parser is one-shot (Strategy A).** `scripts/parse-source.ts` ran once over `_source/` to produce `docs/`. After that, `_source/` is gitignored and the parser is archived. Re-running it would overwrite editorial work. Documented in CONTRIBUTING.md as the #1 footgun. ## Build-time pipeline[​](#build-time-pipeline "Direct link to Build-time pipeline") ``` _source/ ──(one-shot parser, archived)──> docs/ ──(Docusaurus build)──> build/ β”‚ β”œβ”€β”€ plugins/generate-aom-json β†’ build/aom.json β”œβ”€β”€ @signalwire/...-llms-txt β†’ build/llms.txt + llms-full.txt + .md mirrors β”œβ”€β”€ plugins/inject-defined-term β†’ schema.org JSON-LD per page (postBuild HTML rewrite) └── search-local + axe-core CI β†’ search index + WCAG gate ``` Each layer: * **`schemas/source.ts`** β€” Zod source of truth. Five content types (Concept, Hat, MethodologyStep, MindsetPrinciple, Foundation) plus a discriminated union (`FrontmatterSchema`). The slug regex is strict kebab-case (FoundationSchema permits `/` as a special-case for the docs-root homepage). * **`scripts/codegen.ts`** β€” derives the CMS YAML + JSON Schema from the Zod source. Re-runs on every `pnpm build` indirectly (via `pnpm schema:check` in CI). * **`scripts/parse-source.ts` + `parse-source.lib.ts`** β€” the one-shot parser. Now archived; refuses to run unless `AOM_FORCE_REPARSE=1` (Strategy A guard). Kept in tree as an emergency manual probe. * **`scripts/validate-frontmatter.ts`** β€” Zod validator that walks `docs/**/*.md` on every PR. Build fails if a page's front-matter doesn't validate. * **`docusaurus.config.ts`** β€” site config. Plugin slate: preset-classic, theme-mermaid, plugin-ideal-image, search-local, llms-txt, generate-aom-json, inject-defined-term. Top-level `headTags` for site-wide JSON-LD; top-level `scripts` for Plausible. * **`sidebars.ts`** β€” hand-rolled hierarchy. The 6-hat order is canonical so we don't autogenerate the top level; per-hat concept lists are autogenerated. * **`src/css/custom.css`** β€” theme tokens (hat colors, dark/light variants). HatBadge styling. WCAG fixes for the search-local plugin's chips and dark-mode primary. * **`src/data/hats.ts`** β€” UI-side duplicate of the parser's HAT\_TABLE. Decoupled so theme tweaks don't drag content hashes. * **`src/components/`** β€” three React components: `HatBadge` (was: now CSS-only via remark-emitted markup), `OpenInAiButtons` (AI-06/07), `CiteThisPage` (EDU-01/02). * **`src/theme/DocItem/Footer/index.tsx`** β€” wrap-not-eject swizzle that injects the OpenInAi + Cite buttons into every doc footer. * **`src/pages/admin.tsx`** β€” Sveltia CMS mount point at `/admin`. * **`plugins/generate-aom-json/`** β€” custom Docusaurus plugin. `loadContent` walks `docs/**` front-matter, `postBuild` writes `build/aom.json` (60 concepts + 6 hats + 6 methodology + 8 mindset + 13 foundations). * **`plugins/inject-defined-term/`** β€” custom plugin. `postBuild` parses each built HTML with JSDOM and appends a `DefinedTerm` (per concept) or `DefinedTermSet` (per hat) JSON-LD `