# The Anatomy of Marketing

> An open, citable methodology for how marketing works across a business — 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 — 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 — The Skeleton
- [Channel Map (PESO)](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/channel-map-peso.md): 🦴Brand Expression — The Skeleton
- [Creative Principles](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/creative-principles.md): 🦴Brand Expression — The Skeleton
- [Design Guidelines & Systems](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/design-guidelines-systems.md): 🦴Brand Expression — The Skeleton
- [Digital & Experience Design](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/digital-experience-design.md): 🦴Brand Expression — The Skeleton
- [Internal Comms & Briefing](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/internal-comms-briefing.md): 🦴Brand Expression — 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 — The Skeleton
- [Physical & Spatial Design](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/physical-spatial-design.md): 🦴Brand Expression — 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 — The Skeleton
- [Verbal Identity](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/verbal-identity.md): 🦴Brand Expression — The Skeleton
- [Visual Identity](https://wiki.anatomyofmarketing.dev/concepts/brand-expression/visual-identity.md): 🦴Brand Expression — The Skeleton
- [Brand Personality](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-personality.md): ❤️Brand Strategy — The Heart
- [Brand Positioning Statement](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-positioning-statement.md): ❤️Brand Strategy — The Heart
- [Brand Value Proposition](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/brand-value-proposition.md): ❤️Brand Strategy — The Heart
- [Customer Funnel / Loop](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/customer-funnel-loop.md): ❤️Brand Strategy — The Heart
- [Journey Map(s)](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/journey-map-s.md): ❤️Brand Strategy — The Heart
- [Perceptual Positioning Maps](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/perceptual-positioning-maps.md): ❤️Brand Strategy — The Heart
- [Product/Service Value Proposition](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/product-service-value-proposition.md): ❤️Brand Strategy — The Heart
- [Target Audience Profiles](https://wiki.anatomyofmarketing.dev/concepts/brand-strategy/target-audience-profiles.md): ❤️Brand Strategy — The Heart
- [Brand Architecture Map](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/brand-architecture-map.md): 🧠Company Strategy — The Brain
- [Core Capabilities](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/core-capabilities.md): 🧠Company Strategy — The Brain
- [How to Win](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/how-to-win.md): 🧠Company Strategy — The Brain
- [Mission](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/mission.md): 🧠Company Strategy — The Brain
- [Organisational Design (People \+ Tech)](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/organisational-design-people-tech.md): 🧠Company Strategy — The Brain
- [Product/Service Map](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/product-service-map.md): 🧠Company Strategy — The Brain
- [Purpose](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/purpose.md): 🧠Company Strategy — The Brain
- [Values](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/values.md): 🧠Company Strategy — The Brain
- [Vision](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/vision.md): 🧠Company Strategy — The Brain
- [Where to Play](https://wiki.anatomyofmarketing.dev/concepts/company-strategy/where-to-play.md): 🧠Company Strategy — The Brain
- [Behavioural Analytics](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/behavioural-analytics.md): 👁️Data & Insights — The Senses
- [Brand Intelligence](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/brand-intelligence.md): 👁️Data & Insights — The Senses
- [Channel Scorecards](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/channel-scorecards.md): 👁️Data & Insights — The Senses
- [Commercial Review](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/commercial-review.md): 👁️Data & Insights — The Senses
- [Competitive Audit](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/competitive-audit.md): 👁️Data & Insights — The Senses
- [Customer Research](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/customer-research.md): 👁️Data & Insights — The Senses
- [Demand Signals](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/demand-signals.md): 👁️Data & Insights — The Senses
- [Distribution Intelligence](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/distribution-intelligence.md): 👁️Data & Insights — The Senses
- [Effectiveness Measurement](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/effectiveness-measurement.md): 👁️Data & Insights — The Senses
- [Environmental Scanning](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/environmental-scanning.md): 👁️Data & Insights — The Senses
- [Experience Audit](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/experience-audit.md): 👁️Data & Insights — The Senses
- [Media Effectiveness](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/media-effectiveness.md): 👁️Data & Insights — The Senses
- [Pricing Research](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/pricing-research.md): 👁️Data & Insights — The Senses
- [Risk Watch](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/risk-watch.md): 👁️Data & Insights — The Senses
- [Tech Capability](https://wiki.anatomyofmarketing.dev/concepts/data-and-insights/tech-capability.md): 👁️Data & Insights — The Senses
- [Creative Campaign Concept(s)](https://wiki.anatomyofmarketing.dev/concepts/execution/creative-campaign-concept-s.md): 👤Execution — The Face (Body)
- [Distribution Model](https://wiki.anatomyofmarketing.dev/concepts/execution/distribution-model.md): 👤Execution — The Face (Body)
- [Distribution Plan](https://wiki.anatomyofmarketing.dev/concepts/execution/distribution-plan.md): 👤Execution — The Face (Body)
- [Earned Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/earned-channels.md): 👤Execution — The Face (Body)
- [Earned Content](https://wiki.anatomyofmarketing.dev/concepts/execution/earned-content.md): 👤Execution — The Face (Body)
- [Media Plan (GTM)](https://wiki.anatomyofmarketing.dev/concepts/execution/media-plan-gtm.md): 👤Execution — The Face (Body)
- [Owned Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/owned-channels.md): 👤Execution — The Face (Body)
- [Owned Content](https://wiki.anatomyofmarketing.dev/concepts/execution/owned-content.md): 👤Execution — The Face (Body)
- [Paid Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/paid-channels.md): 👤Execution — The Face (Body)
- [Paid Content](https://wiki.anatomyofmarketing.dev/concepts/execution/paid-content.md): 👤Execution — The Face (Body)
- [Price Model](https://wiki.anatomyofmarketing.dev/concepts/execution/price-model.md): 👤Execution — The Face (Body)
- [Pricing Plan](https://wiki.anatomyofmarketing.dev/concepts/execution/pricing-plan.md): 👤Execution — The Face (Body)
- [Product/Service Design & Development](https://wiki.anatomyofmarketing.dev/concepts/execution/product-service-design-development.md): 👤Execution — The Face (Body)
- [Product/Service Roadmap](https://wiki.anatomyofmarketing.dev/concepts/execution/product-service-roadmap.md): 👤Execution — The Face (Body)
- [Shared Channels](https://wiki.anatomyofmarketing.dev/concepts/execution/shared-channels.md): 👤Execution — The Face (Body)
- [Shared Content](https://wiki.anatomyofmarketing.dev/concepts/execution/shared-content.md): 👤Execution — 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 — no scraping required.

## for-educators

- [For Educators](https://wiki.anatomyofmarketing.dev/for-educators.md): This page is for marketing educators — university lecturers, vocational instructors, course designers, and certification trainers — 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 — The Skeleton
- [Brand Strategy](https://wiki.anatomyofmarketing.dev/hats/brand-strategy.md): ❤️Brand Strategy — The Heart
- [Company Strategy](https://wiki.anatomyofmarketing.dev/hats/company-strategy.md): 🧠Company Strategy — The Brain
- [Data & Insights](https://wiki.anatomyofmarketing.dev/hats/data-and-insights.md): 👁️Data & Insights — The Senses
- [Execution](https://wiki.anatomyofmarketing.dev/hats/execution.md): 👤Execution — The Body
- [Investment](https://wiki.anatomyofmarketing.dev/hats/investment.md): 🩸Investment — 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 — 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 — 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+).