Precision Ag Communications Branding Relationships

Stakeholder-to-asset map

• The purpose of the visual below is to represent the relationships between stakeholders and branded assets.
• There's different kinds of relationships, and levels therein:
  • I use it:  
    • I help create or maintain it: 
  • I don't use it directly but I care that it's there 

Stakeholder		Master Brand	Ingredient brand	Branded Platforms				Assets w Trademarked Names
		AgGateway Logo	"Enabled by" Logo	ADAPT	AgGlossary	AGIIS	Reference Data	AgGateway Open Standards	AgXML	Core Documents
AGW Members	Input Mfrs
	Equipment Mfrs
	FMIS & Services
	Retailers
	Distributors
	Processors
	Growers
Non-AGW Members	Input Mfrs
	Equipment Mfrs
	FMIS & Services
	Retailers
	Distributors
	Processors
	Growers
	Market Influencers
	Consultants
	Standards Organizations
Regulators	USDA

Conclusions

• We DO want to associate branded assets with the AgGateway Master Brand, as opposed to individual projects 
• We DON'T want to use project names (such as PAIL and SPADE) or Council names unless:
  • We are promoting participation in the councils or projects,
  • We are communicating project goals and status, or
  • We are explaining where something came from (e.g., the story behind some specific content of an asset)
• Platforms (ADAPT, Ag Glossary, AGIIS, Reference Data)
  • Are key contributions to the industry
    • We suggest acquiring registered trademarks for them
  • Association with the Master Brand:
    • "AgGateway's ADAPT (platform / toolkit / data model / etc.)"
    • "AgGateway's Ag Glossary" or "AgGateway's Ag Glossary at www.agglossary.org" 
    • "AgGateway's AGIIS", or "AGIIS by AgGateway"
    • "AgGateway Reference Data APIs"
• Trademarked Assets (AgGateway Open Standards, AgXML, Core Documents)
  • Association with the Master Brand:
    • AgGateway Open Standards: 
    • AgXML: 
    • Core Documents: "AgGateway's Core Documents" or "AgGateway's Core Documents for Field Operations" or AgGateway's Core Documents for Irrigation" (Being more specific)