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- AgGateway has distinct markets it addresses: Ag Retail, Supply Chain, Precision Ag
- Align along an axis of (vertical) Supply Chain and (horizontal) Field Operations. Third axis may be grower business emphasis
- Problem is how to address/reach the middle group in the center of this graph (see photograph or gliffy created by Andres- link)
- SPADE, PAIL are project names and live only internally to AgGateway. Should not be used outside the organization except to promote the projects for recruitment. Otherwise, we should be focusing on the products coming out of the projects.
- In the coming week, plan to come up with brand guidelines and provide examples.
- Stakeholder to Asset Map (see gliffy created by Andres)
- Communications team agenda item - use the stakeholder to asset map to identify messaging required for various stakeholders; look for gaps & needs
- Conclusions:
- We DO want to associated branded assets with the AgGateway Master Brand, as opposed to individual projects
- We DON'T want to use project names such as PAIL, SPADE outside AgGateway (or council names) unless:
- We are promoting participation in the projects
- We are communicating project goals and status, or
- We are explaining where something came from (e.g. where the content was developed)
- Platforms (ADAPT, AgGlossary, AGIIS, Reference Data)
- They are key contributions to the industry
- We suggest acquiring registered trademarks for them
- They are associated with the Master Brand:
- "AgGateway's ADAPT (platform/toolkit/data model, etc.)"
- "AgGateway's Ag Glossary"
- "AgGateway's AGIIS" or "AGIIS by AgGateway"
- "AgGateway's Reference Data APIs"
- They are key contributions to the industry
- Trademarked Assets (Ag eStandards, AgXML, Core Documents)
- They are associated with the Master Brand:
- Core Documents: "AgGateway's Core Documents" or "AgGateway's Core Documents for Field Operations"
- Ag eStandards: ?
- AgXML: ?
- They are associated with the Master Brand: