The Big Picture

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Marketing people are fond of talking about the big picture. We have actually created one. Over the years Corporate Chieftans, social disruptors and bleary eyed dreamers have all seen themselves in this artwork that depicts the 3 pivots to our approach. In f o cus we position your brand in relation to a zeitgeist we can leverage and exploit. We achieve clarity by isolating your “dot” or essential truth, then give it the dimension to crush Key Performance Indicators (KPIs).

Figure 1:

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We use art to help our clients visualize our process to keep the big picture in focus as we look into the details. Getting you from a blank page to a million or two unique visitors requires the tools of the taxonomist. Taxonomy is the technical term for the logic, organization and efficiency that good information design requires.

The 3-Point Process

The goal of taxonomy is to implement structure in an “unstructured” world of information. Many articles, books, and presentations provide details on taxonomy methodologies and techniques, but the central, underlying theme always revolves around the three key factors of Information Architecture (IA): business context, content and users. (See Figure 1)

Context is the business environment that impacts our taxonomy–or how it addresses business objectives. In web applications where taxonomy will be used, corporate culture, current brand artifacts and industry “archetypes” are analyzed to create meaningful insights.

Content is all material that is searchable and informative. Unlike traditional “content marketing” or “brand journalism”, we prefer to generate original creative content that drives your brand forward. Original content is superior to curated content and paid content is often spam.

All for one audience > your advocates

Ultimately you want content good enough to create advocates that feel so passionately about your brand that they can’t stop talking about it. The best advocates are those who are already respected as a “third party” opinion which is why our approach leans on media pundits. Media people, at least in theory, have the credibility that a non-professional pundit lacks. You will always wonder if a Mom is paid to say things.

Beyond this channel, however, we group online advocates into these 7 “archetypes.” These people can be moved from liking to loving the defending your brand.