...
- Lay the basis for how we will organize and message the different products
- Identify the End Goal (i.e. increase adoption of AgGateway standards)
- Identify the Core Value Proposition
- Who is the core customer of our brand?
- Review the different types of brand architecture available
- Identify external factors
- AgGateway brand strategy?
- Is there co-branding with standards organizations? Will there be conflicts with these existing brands?
- Develop Strategic Messaging Points
PRESENT 5/11/16: R. Andres Ferreyra (Unlicensed), Jeremy W Wilson, Dan Berne (Unlicensed), Shannon Haringx (Unlicensed)
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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:
- Actions:
- Communications team meeting on 5/23 will be used to begin developing branding guidelines and pull together examples
- Use stakeholder map to identify messaging required for various stakeholders; look for gaps & needs
- Develop messaging for each stakeholder group and an action plan for utilization
- Identify and finalize approach to external factors (AgGateway branding, co-branding with standards organizations, etc. - Jim Wilson?)
- Revisit some of the flyers, such as SPADE, PAIL and determine if branding changes are in order (i.e. emphasize brands over project names)