References
Reference categories for operating a brand marketing system.
This handbook is designed as an operating framework. Use the references below as internal source categories when adapting it to a specific company or market.
Source Categories
| Category | Examples | Use |
|---|---|---|
| Customer evidence | Interviews, calls, support tickets, reviews | Message and persona validation |
| Sales evidence | Lost reasons, objection logs, deal notes | Proof and enablement |
| Product evidence | Demos, workflows, adoption data, roadmap notes | Claims and use cases |
| Market evidence | Search data, competitor pages, communities | Channel and positioning decisions |
| Brand assets | Guidelines, tone rules, approved claims | Consistency and review |
| Financial inputs | CAC, payback, budget, revenue targets | Investment decisions |
Internal Documents to Maintain
- Brand context pack
- Persona and segment map
- Approved claim bank
- Channel strategy one-pagers
- Campaign briefs and learning log
- KPI dashboard definition
- Editorial and legal review rules
Usage Note
Review these references before major launches, repositioning work, channel expansion, or AI workflow changes. The value of the system depends on keeping source material current.