The document summarizes the branding strategy for SmarterFaster, describing it as a knowledge networking community that helps users improve their lives through personalized information filtering, credible content, and connecting with thought leaders. The brand aims to empower users and facilitate personal and societal transformation by raising standards of thought and connections. The key experience is portrayed as seeking self-improvement by connecting with others, sharing expertise, and finding better information through a visually engaging semantic search and bookmarking tool.

1. The SmarterFaster's Core Brand
Four C’s
© 2008-2009 SmarterFaster, Inc. - Confidential.

2. 1. Collaboration
Your network is your net worth.

3. 2. Contribution
Excellent experiences in a world
where excellence is rare.

4. 3. Credibility
Creating relevance out of chaos.

5. 4. Context
Transforming information into knowledge,
sharing into learning, and dreaming into accomplishments.

6. Branding
Attributes/ We are:
1. A knowledge networking community
2. Personalized filter for the information stream
3. Credible platform for information evolution
4. Results-oriented environment
5. For infovores and lifelong learners

7. Branding
Attributes/ We are not:
1. “Teenage drivel”
2. Just another bookmarking site
3. Facebook for adults
4. “Google killer”
5. Everything to everybody

8. Functional Benefits/ We give users:
A dashboard for exploring the semantic web

9. Branding
Functional Benefits/ We give users:
• A dashboard for exploring the semantic web
• Semantic search and bookmarking
• Wikipedia-anchored topics with people-added
meaning
• Objective ratings of both content and creators
• Visual pathways and connections
• Access to premium content by recognized
thought leaders

10. Emotional Benefits/ We elicit feelings of:
Empowerment

11. Branding
Emotional Benefits/ We elicit feelings of:
• Empowerment
• Connection
• Significance
• Growth
• Contribution

12. Brand Personality
• The right blend of self-improvement, learning, education,
entertainment, and altruism
• Discover world-class thought leaders and ideas and then
bring them back to millions of people
• Creates content and provides information for
improving lives
• Raises the standards of thought leaders, organizations and
everyday people
• Believable and credible…facilitate personal and societal
transformation
• The right demographic… people who invest in personal and
professional development

13. Brand Essence: (internal)
Not just better information.
A better life.

14. Brand Promise: (external)
The edge in knowledge.

15. Key messages:
The visual format is engaging,
unique, and intuitive

16. Key messages:
Express your Point of View

17. Key messages:
Transform your connections into power

18. Defining User Experience
First Step: Identify the primary activity
What is the user doing?
Seeking personal or professional development by
connecting with others, finding information, and
sharing expertise.

19. Defining User Experience
Second Step: Identify the Social Objects
What is the user interacting with?
Knowledge

20. Defining User Experience
Third Step: Choose the Core Features
Search, News and Bookmarking
POV’s & Interest Networking
Goal creation and sharing
Rating algorithm for content and creators
Follow a visual trail connecting knowledge
Semantically-driven recommendations

21. Defining User Experience
Fourth Step: Who is it For?
For people who are already online using search
engines, bookmarking tools, and social networks.
For people who want to be more productive and find
better information faster.
For infovores and lifelong learners intent on improving
their lives and the lives of others.
For trailing Baby Boomers and early GenXers who
want to simplify online choices.

22. Defining User Experience
Fifth Step: How will they use it?
As a personal and professional development tool.
As a “Delphi Method” for converging on better answers
for big issues.
To obtain more powerful and meaningful results through
content and contributor “ratings.”
To access trusted advisors to achieve better results and
live better lives.
To share and to be recognized for personal expertise
and intelligence.

23. Defining the Category
Knowledge Network

24. Focus the Brand
The Deep Ocean Strategy

25. Focus the Brand
The Deep Ocean Strategy
• Finding more profound meaning on the web– through more
credible information and personal improvement.
• Going deeper into search instead of wider.
• Illustrates collective intelligence as symbolized by
schools of fish.
• Ultimately about joining with like-minded individuals
to move toward better solutions for our planet.
• Graphically similar to a nautilus shell which helps users
navigate better and puts semantic search in visual context.