Ensuring Cross Channel Consistency in Brand Management

“Having the people,systems and governance in place to facilitate a cross channel view of marketing assets and customer experience is a critical challenge many organizations are facing”
Laura Keller, Strategist at MISI company
Silos Revisited
In many organizations the responsibility for creating marketing assets is decentralized and siloed by channel. One group is working on email marketing, another [...]

SEO vs. TNBP or “Where was I going again?”

Much has been written on this blog about the value of SEO when it comes to taxonomies.  As Stephanie mentions its’ a huge weapon in the battle against outdated legacy terminology and spur of the second marketing speak. Jeff’s posts on keyword research, taxonomy and SEO are indispensable primers on the topic. So what haven’t [...]

What A Cute Bunny: Taxonomy as Liberator

I spent this past week testing a taxonomy as part of a digital asset management project we are currently working on. One of the test scenarios involved giving art taggers a series of images and asking them to code them using the taxonomy we had developed.
Taggers see taxonomy as a blessing and a curse. On [...]

Evangelism Marketing

Testing and validating a taxonomy can go many ways.  With a little luck and some hard work, usually it goes pretty well, you watch users click through the structure, find the right terms, and you go home feeling like everything’s in its right place. 
There are always the nightmare scenarios, the tester who can’t find anything [...]

The Popularity Contest: Taxonomy Development in the Petabyte Era

Forget taxonomy, ontology, and psychology. Who knows why people do what they do? The point is they do it, and we can track and measure it with unprecedented fidelity. With enough data, the numbers speak for themselves.” (1)

Recently Chris Anderson wrote an article for Wired magazine called the The End of Theory. The [...]