# Marketing & Brand Architecture

## Purpose

This folder contains the static **Marketing & Brand Architecture** for **HAV Seafood**, the fictional Faroese seafood manufacturer used in the synthetic business dataset.

The files define how HAV Seafood's brand and marketing communication are structurally designed: brand identity and positioning, audiences, brand pillars, claims and evidence requirements, message architecture, communication channels, marketing asset types, asset lifecycle, review/approval rules, responsibility mappings, and the systems/repositories used to manage marketing work.

The architecture belongs to **Phase 1 — Business Architecture** of the project:

**1. Business architecture -> 2. Stories -> 3. Operational dataset**

It describes **what exists and how Marketing & Brand are designed**. It intentionally does **not** contain operational or historical marketing activity such as campaigns, social posts, advertisements, asset files, publication history, approval events, media spend, web analytics, campaign performance or consumer-research responses.

---

## Core architecture principles

The Marketing & Brand Architecture follows these rules:

- Shared Enterprise, Production, Procurement, Sales, HR and Quality identifiers are reused rather than redefined.
- Marketing owns brand, messaging, claim usage, channel taxonomy, marketing asset taxonomy and marketing governance, but does not become authoritative for the underlying technical or sourcing facts that support a claim.
- Production remains authoritative for SKU/product identity and technical product facts.
- Procurement & Supply Chain remains authoritative for supplier/source relationships and sourcing evidence.
- Quality & Food Safety remains authoritative for technical/quality evidence and review requirements.
- Sales & Commercial remains authoritative for customers, Sales channels, customer listings and commercial relationships.
- HR remains authoritative for employees, roles, positions, position seats and incumbency.
- Shared Enterprise remains authoritative for company identity, markets, languages, systems and shared classifications.
- Positioning, messages and claims are separate concepts.
- A claim is separate from the evidence that supports it.
- A channel is separate from an asset, content item, claim and publication event.
- Static approval requirements are separated from actual approval events.
- Derived reference tables never override authoritative source workbooks.
- No deliberate Phase 2 business-story anomalies are seeded during Phase 1.

---

## Architecture scope at a glance

The current Marketing & Brand architecture includes:

- **1 active master brand** — `BRD-001 HAV Seafood`;
- **4 positioning elements**;
- **4 brand pillars**;
- **6 Marketing audience types**;
- **24 active retail SKUs** mapped to the HAV Seafood brand;
- **10 governed marketing claims**;
- **7 reusable message concepts** across **4 message themes**;
- **11 Marketing channels**;
- **10 controlled content types**;
- **19 reusable marketing asset types**;
- **9 asset lifecycle statuses**;
- **13 static asset/content review and approval rules**;
- **7 claim-governance rules**;
- a complete derived Marketing & Brand reference layer for AI navigation and cross-domain joining.

The architecture is intentionally compact and proportionate to HAV Seafood's size and three-person Marketing team.

---

## Central Faroese-origin principle

The strongest feature of HAV Seafood's brand is **Faroese seafood origin**.

The central governed claim is:

> **HAV Seafood's seafood raw materials are sourced from the Faroe Islands.**

The current upstream architecture supports this through several structural layers:

- 13 active seafood raw-material records are Faroese-origin and eligible for Faroese sourcing;
- 26 approved supplier-item seafood sourcing relationships use source country `FO`;
- all 24 active retail SKUs currently carry the Production-owned `Faroese sourced seafood` attribute.

A critical boundary applies throughout the Marketing architecture:

> **Faroese seafood origin does not mean that every ingredient, packaging component, processing aid or other physical input is Faroese.**

Marketing owns the approved wording and communication use of the claim. Procurement, Production, Quality and later operational traceability data remain authoritative for the underlying factual evidence.

This distinction must be preserved in later packaging, website, social-media, brochure, advertising, customer-support and other generated content.

---

## Files in this folder

### `hav_seafood_marketing_brand_positioning_framework_v1.xlsx`

Defines the authoritative **Brand & Positioning** architecture.

Contains:

- `BRD-001 HAV Seafood` as the single active master brand;
- company-to-brand and brand-to-product-family relationships;
- four positioning elements;
- four brand pillars;
- six Marketing audience types;
- audience-positioning relationships;
- seven brand-personality traits;
- ten tone-of-voice rules;
- all 24 active Production SKUs mapped to the HAV Seafood brand;
- market/language applicability;
- position-based ownership and governance;
- source precedence, architecture notes and data dictionary.

The principal relationship is:

`Company -> Brand -> Positioning / Pillars -> Audience -> Product / SKU`

The main brand pillar is **Faroese Seafood Origin**. The workbook deliberately keeps positioning separate from approved claim wording.

It does **not** contain campaigns, assets, approved content executions, actual translations, publication history or marketing performance.

Companion reference:

`hav_seafood_marketing_brand_positioning_framework_v1.md`

---

### `hav_seafood_marketing_claims_messaging_framework_v1.xlsx`

Defines the authoritative **Claims & Messaging** architecture.

Contains:

- claim-type taxonomy;
- 10 governed claims;
- claim scope and applicability;
- evidence requirements;
- mappings to authoritative evidence domains/sources;
- claim restrictions and prohibited interpretations;
- four message themes;
- seven reusable message concepts;
- audience-message relationships;
- product/SKU claim applicability;
- product-message relationships;
- market/language applicability;
- claim review and approval governance;
- source precedence, architecture notes and data dictionary.

The central model is:

`Brand Positioning -> Message -> Claim -> Evidence Requirement -> Authoritative Evidence Source`

The principal claim family governs **Faroese seafood raw-material origin** and explicitly prevents the wording from expanding into claims that all ingredients, packaging or other inputs are Faroese.

Marketing owns the claim concept, approved wording, communication scope and restrictions. The supporting factual source remains with the relevant upstream domain.

It does **not** contain actual marketing copy executions, advertisements, packaging artwork, social posts, evidence documents, traceability records, approval history or finished translations.

Companion reference:

`hav_seafood_marketing_claims_messaging_framework_v1.md`

---

### `hav_seafood_marketing_channels_assets_governance_v1.xlsx`

Defines the authoritative **Channels, Assets & Governance** architecture.

Contains:

- 11 Marketing channels;
- audience-to-channel applicability;
- 10 controlled content types;
- channel-to-content applicability;
- 19 reusable marketing asset types;
- asset-to-channel relationships;
- nine asset lifecycle statuses;
- brand/content requirements;
- claim-to-content/asset rules;
- 13 review and approval rules;
- position-based responsibility mappings;
- system/repository mappings;
- source precedence, architecture notes and data dictionary.

The core model is:

`Brand + Approved Message / Claim -> Content Type -> Asset Type -> Channel -> Audience -> Review / Approval -> Future Publication`

Important system decisions include:

- Microsoft 365 (`ESYS-007`) as the primary controlled working repository for Marketing files;
- Quality Management System (`ESYS-003`) as a technical evidence source rather than a Marketing asset repository;
- Sales CRM (`ESYS-006`) as a commercial-context source rather than a Marketing asset master;
- Label Design & Printing (`ESYS-010`) as a controlled label/printing execution environment where relevant;
- no invented dedicated DAM, CMS or marketing-automation system.

It does **not** contain actual files, versions, drafts, reviews, publication records, approval events, social accounts, campaign activity or performance metrics.

Companion reference:

`hav_seafood_marketing_channels_assets_governance_v1.md`

---

### `hav_seafood_marketing_brand_reference_tables_v1.xlsx`

Provides the **derived, AI-friendly navigation and joining layer** across the complete Marketing & Brand architecture.

Contains compact reference views for:

- brand and positioning;
- audiences;
- all 24 SKU-to-brand relationships;
- governed claims;
- 72 SKU-to-claim relationships;
- message concepts;
- audience-to-message relationships;
- Marketing channels;
- asset types;
- asset-to-channel relationships;
- claim/asset/channel convenience mappings;
- governance rules;
- position responsibilities;
- system/repository relationships;
- cross-domain bridges;
- entity ownership/source precedence;
- relationship catalog;
- architecture-source catalog;
- architecture notes and data dictionary.

This workbook is **derived and non-authoritative**.

If it conflicts with an authoritative Marketing workbook or an upstream Production, Procurement, Quality, HR, Sales or Shared Enterprise source, the authoritative source wins.

The `Claim_Channel_Asset_Ref` sheet is particularly useful for AI navigation but is a convenience expansion only. It must not be interpreted as creating permissions beyond the authoritative claim and asset rules.

This workbook should normally be the **first Excel workbook inspected when fast AI context or cross-Marketing navigation is needed**.

Companion reference:

`hav_seafood_marketing_brand_reference_tables_v1.md`

---

## How the Marketing & Brand architecture fits together

At a high level:

`Shared Enterprise Company`

`-> Marketing Brand`

`-> Brand Positioning + Brand Pillars`

`-> Marketing Audiences`

`-> Message Themes / Message Concepts`

`-> Governed Claims`

`-> Evidence Requirements / Source Domains`

`-> Content Types`

`-> Marketing Asset Types`

`-> Marketing Channels`

`-> Review / Approval Governance`

`-> Marketing & Brand Reference Tables`

A product-centric view is:

`Production SKU`

`-> HAV Seafood Brand`

`-> Brand Positioning / Pillars`

`-> Applicable Claim`

`-> Applicable Message`

`-> Marketing Asset Type`

`-> Marketing Channel`

A claim-evidence view is:

`Marketing Claim`

`-> Claim Scope`

`-> Evidence Requirement`

`-> Procurement / Production / Quality Source`

`-> Review / Approval Rule`

`-> Future Marketing Asset / Publication`

---

## Relationship with Shared Enterprise Architecture

Shared Enterprise remains the common enterprise backbone around Marketing.

Marketing reuses Shared Enterprise structures including:

- company identity;
- market/region identity;
- languages;
- enterprise systems;
- identifier conventions;
- shared classifications;
- system/data ownership rules.

Marketing does not independently redefine these structures.

---

## Relationship with Production Architecture

Production remains authoritative for:

- product families;
- product variants;
- SKU identity;
- technical product descriptions;
- seafood raw-material masters;
- recipes/BOMs;
- packaging technical masters;
- technical product characteristics;
- Production-owned product-origin/source attributes.

Marketing references these facts when positioning products or determining whether claims are applicable.

A Marketing claim does not replace a Production product specification.

---

## Relationship with Procurement & Supply Chain Architecture

Procurement & Supply Chain remains authoritative for:

- supplier identity/extensions;
- supplier-item sourcing relationships;
- approved sources;
- source-country structures;
- sourcing evidence underlying the Faroese seafood-origin claim.

The most important cross-domain relationship is:

`Procurement sourcing fact -> Marketing evidence requirement -> Approved origin claim`

Marketing owns communication use, not the source relationship itself.

---

## Relationship with Quality & Food Safety

Quality & Food Safety remains authoritative for technical/quality meaning and supporting evidence where a marketing statement requires technical substantiation.

Quality may be required to review:

- technical product claims;
- quality claims;
- packaging/label content;
- regulated or specification-dependent statements;
- other Marketing content with technical implications.

Marketing should not convert a broad brand message into a technical claim without the required technical evidence and review.

---

## Relationship with Sales & Commercial Architecture

Sales & Commercial remains authoritative for:

- customer accounts;
- Sales channels;
- customer segments;
- commercial territories;
- customer listings;
- pricing and commercial terms;
- customer agreements;
- actual commercial activity.

Marketing may define audiences, marketing channels and reusable customer-support asset types, but these do not become customer or commercial masters.

Important distinctions include:

- **Marketing Audience** != **Sales Customer Segment**;
- **Marketing Channel** != **Sales Channel**;
- **Marketing Asset** != **Customer Agreement / Sales Document**.

---

## Relationship with HR & Organization Architecture

HR remains authoritative for:

- employees;
- job roles;
- positions;
- position seats;
- incumbency;
- enterprise authority backbone.

Marketing governance references positions such as:

- Marketing Manager;
- Brand & Content Coordinator;
- Product Marketing Coordinator;
- Quality & Food Safety Manager;
- Procurement Manager;
- Production Manager;
- Sales Manager;
- Managing Director;
- HR Manager;
- IT & Systems Manager.

Marketing does not store employee-specific activity in this architecture.

---

## Authoritative versus derived files

The following Marketing & Brand workbooks are authoritative for their Marketing subject areas:

- `hav_seafood_marketing_brand_positioning_framework_v1.xlsx`
- `hav_seafood_marketing_claims_messaging_framework_v1.xlsx`
- `hav_seafood_marketing_channels_assets_governance_v1.xlsx`

The following workbook is deliberately **derived**:

- `hav_seafood_marketing_brand_reference_tables_v1.xlsx`

The derived workbook exists to simplify navigation, joining, AI context and later dataset generation. It must be refreshed when an authoritative Marketing workbook materially changes and must never overrule an authoritative source.

Where the underlying fact originates outside Marketing, the upstream authoritative domain still wins.

---

## Companion Markdown files

Each Marketing workbook has a matching `.md` file containing a compact description of:

- purpose;
- principal entities and relationships;
- important architecture counts;
- ownership boundaries;
- source precedence;
- cross-domain relationships;
- important assumptions;
- Phase 1 exclusions;
- recommended AI use.

These files are intended to provide fast semantic context without requiring every workbook to be opened first.

---

## Important conceptual boundaries

The architecture deliberately keeps the following concepts separate:

`Company Identity != Brand Identity`

`Brand Positioning != Message`

`Message != Claim`

`Claim != Evidence`

`Evidence Requirement != Evidence Record`

`Marketing Claim Authority != Factual Source Authority`

`Marketing Audience != Sales Customer Segment`

`Channel != Asset`

`Asset Type != Asset File`

`Content Type != Published Content`

`Approval Rule != Approval Event`

`Asset Lifecycle != Asset Version History`

These boundaries should also be preserved when Phase 3 operational data is generated.

---

## Architecture boundaries — operational data intentionally excluded

This folder does **not** contain historical or transactional Marketing records such as:

- campaigns;
- campaign briefs;
- campaign dates;
- campaign budgets;
- social-media posts;
- social-media account activity;
- advertisements;
- media buys;
- website pages or HTML;
- product photographs;
- videos;
- brochures;
- product sheets;
- actual packaging artwork;
- label files;
- press releases;
- newsletters or marketing emails;
- recipient/contact lists;
- content calendars;
- trade-fair events or attendance;
- asset filenames or folder paths;
- asset version history;
- draft/review history;
- review comments;
- actual approval requests or decisions;
- publication events;
- translations;
- claim-evidence documents;
- supplier certificates;
- traceability records;
- marketing spend;
- page views;
- impressions;
- clicks;
- engagement;
- conversion metrics;
- campaign performance;
- consumer-research responses;
- media coverage history;
- competitor-monitoring history.

Those belong to Phase 3 after the Phase 2 business stories and patterns have been deliberately designed.

---

## Story neutrality

The Marketing & Brand architecture is designed to support future business stories without selecting them yet.

It does not deliberately seed outcomes such as:

- unsupported origin claims;
- misleading Faroese-origin wording;
- inconsistent brand positioning;
- obsolete assets;
- conflicting active versions;
- incorrect packaging claims;
- failed technical review;
- failed translation review;
- unapproved publications;
- approval bypasses;
- outdated product sheets;
- inconsistent customer materials;
- weak campaign performance;
- declining engagement;
- reputational issues;
- misleading sustainability claims.

Those patterns should be selected in **Phase 2 — Stories** and introduced deliberately when operational data is generated.

---

## Recommended use of the folder

For fast context, inspect files in this order:

1. `README_marketing_brand_architecture.md` — overall architecture, ownership boundaries and file map.
2. `hav_seafood_marketing_brand_reference_tables_v1.xlsx` — compact cross-Marketing navigation and joining layer.
3. The matching authoritative Marketing workbook for the subject being analyzed.
4. The relevant upstream Production, Procurement, Quality, Sales, HR or Shared Enterprise source when the question depends on a fact owned outside Marketing.

### AI navigation shortcuts

- Brand / positioning question -> `Brand_Reference`, then Brand & Positioning.
- SKU marketing question -> `SKU_Brand_Reference`.
- Can HAV Seafood make this claim? -> `Claim_Reference`, then Claims & Messaging.
- Which claims apply to a SKU? -> `SKU_Claim_Reference`.
- What should be communicated to an audience? -> `Audience_Message_Ref`.
- Which channels exist? -> `Channel_Reference`.
- What rules apply to an asset type? -> `Asset_Type_Reference`.
- Where may an asset type be used? -> `Asset_Channel_Reference`.
- Claim + channel + asset question -> `Claim_Channel_Asset_Ref`, then verify the authoritative rule.
- Who reviews or approves something? -> `Governance_Reference`.
- Who owns the underlying fact? -> `Entity_Ownership_Source` or `Cross_Domain_Bridges`.

---

## Use in later phases

### Phase 2 — Stories

This architecture provides the stable structures needed to design cross-functional stories involving areas such as:

- origin/sourcing claims;
- claim substantiation;
- packaging and label content;
- product communication;
- outdated or conflicting marketing assets;
- approval controls;
- sourcing changes affecting existing claims;
- Quality review of marketing statements;
- customer-facing product information;
- translation issues;
- brand consistency;
- campaign/content execution;
- website and social-media communication;
- reputational consequences of inaccurate communication.

Stories should reference the existing brand, claim, message, asset, channel, product and governance structures rather than changing the architecture merely to make a pattern possible.

### Phase 3 — Operational dataset generation

Operational Marketing datasets should:

1. reuse the brand, positioning, audience, claim, message, channel, asset-type, lifecycle and governance identifiers defined here;
2. preserve Production, Procurement, Quality, Sales, HR and Shared Enterprise identifiers;
3. generate content and events according to the static applicability and approval rules in the authoritative Marketing workbooks;
4. preserve the Faroese seafood-origin boundary;
5. use upstream factual sources when substantiating technical or sourcing claims;
6. create realistic ordinary activity and noise around deliberately selected Phase 2 stories;
7. avoid redefining master data inside operational files;
8. preserve system/repository and source-of-truth boundaries.

The eventual operational Marketing dataset can include realistic combinations of Excel content calendars, Word briefs, PowerPoint sales/marketing material, packaging/label files, website content, social posts, email, approval communications, media plans, analytics exports and other business formats while remaining anchored to this architecture.

---

## Overall role of this architecture

Together, these files form the **static Marketing & Brand master-data, messaging, communication and governance layer** for HAV Seafood.

They connect the HAV Seafood brand to Production products, Faroese seafood provenance, marketing audiences, controlled claims, reusable messages, communication channels, asset types, review/approval rules and enterprise systems while preserving the ownership of upstream technical, sourcing, customer and workforce data.

The architecture is deliberately compact. Its main purpose is to ensure that later synthetic Marketing content behaves like part of the same company, uses the same products and facts, preserves the Faroese-origin promise correctly, and can participate in cross-functional business stories without creating competing master data.
