The Tools of Taxonomy

Getting you from a blank stare to a million sessions requires the tools of the taxonomist. Taxonomy defines the logic and organization of information design.

Figure 1–from our original sketch:

brand positioning

The 3-Point Process

The goal of taxonomy is to implement structure in an “unstructured” world of information. Many articles, books, and presentations provide details on taxonomy methodologies and techniques, but the central, underlying theme always revolves around the three key factors of Information Architecture (IA): business context, content and users. (See Figure 1)

Context is the business environment that impacts our taxonomy–or how it addresses business objectives. In web applications where taxonomy will be used, corporate culture, current brand artifacts and industry “archetypes” are analyzed to create meaningful insights.

Content is all material that is searchable and informative. Unlike traditional “content marketing” or “brand journalism”, we prefer to generate original creative content that drives your brand forward. Original content is superior to curated content and paid content is often spam.

All for one audience > your advocates

Ultimately you want content good enough to create advocates that feel so passionate about your brand positioning that they can’t stop talking about it. The best advocates are those respected as a “third in the professional media. They have more clout than a Mommy blogger.