Digital Center of Excellence

Brand Standards

Establish a consistent brand identity across mediums (especially the web)

• Approve and maintain the brand identity and design system
• Content modules are approved with image selection, iconography, typography etc based on approved design system standards
• Majority of images, backgrounds and textures are selected by a variety of people leading to inconsistency

Governance

Maintain a consistent user experience for our customers, prospects and partners

• How should we augment the approval process for change requests post launch? Who will own governance of brand standards for the web?
• There is no existing governance of UX or content changes over time – this typically is run through ad hoc requests from a variety of stakeholders
• Extending content relationships throughout the site – these relationships are determined during functional documentation, but traditionally are underutilized across content owners (eg. mapping products to solutions)

Content Strategy, Editorial Calendar and Production

Maintain a consistent narrative across the digital experience. Focus and prioritize content production around key topics.

• Responsible for final approval of primary keywords
• Ability to prioritize content production
• Own approval of editorial calendar
• Own and approve content mapping in Kapost (eg. tag by persona, by type, by lifecycle stage, by solution etc.)
• Own the decision to gate or un-gate content

Repositioning

Knowing we are shifting to a Cloud Networking focused message and corresponding product portfolio – what is the timing on the following?

• Product portfolio and renaming, hierarchy, updated family level messaging
  • How close are we on attribute and hierarchies being approved?
  • Mapping to solutions, verticals, customers and Elements
• Solutions set and hierarchy
  • What is the timing?
  • What is the new solution set and is there a hierarchy?
  • Mapping to products, topics, industries and customers