Brand Maps

Brand Maps draws your Brand Wiki as a graph. Every entity the Wiki has a page for is a node, every claim sits beside the entity it belongs to, and the lines between them show which claims mention which entities, which entities relate to each other, and, inside a campaign, which claims shaped which.

What it shows

There are two kinds of node. Entities are the things the Wiki keeps a page on: audiences, channels, products, competitors, places, strategic pillars, objectives, plus whatever further types the Wiki proposes for your brand. Claims are the individual statements the Wiki compiled from your Brand Profile, Documents, Research, Strategy, Media Plan, and Marketing Mix Model runs. Each claim hangs off its home entity, so a busy entity shows up as a node with a cloud of claims around it.

Four kinds of line connect them, listed in the key at the bottom of the canvas:

• Influence (claim to claim): one claim fed another, with a confidence score. Influence only exists inside a campaign, so these lines appear in the Campaign lens.
• Semantic (entity to entity): two entities the Wiki considers related.
• Mention (claim to entity): a claim names an entity other than its home.
• Halo (claim to its page): the short tie between a claim and its home entity.

A brand with a few completed phases adds up quickly. The Northwind Coffee demo brand runs to about 3,300 nodes and 3,800 links in the Brand lens, which is why the filters below matter.

Where to find it

Under Explore in the sidebar, open Maps. The page lives at /maps and opens on the brand as a whole, with the brand you have selected in the sidebar.

Brand lens and Campaign lens

The Lens toggle at the top of the left rail decides how much of the Wiki you see.

The Brand lens shows everything: every entity and every claim the Wiki has compiled for this brand, whichever campaign produced it.

The Campaign lens narrows the canvas to the entities and claims tied to one campaign, and it is where influence lines appear. Pick the campaign from the selector under the toggle. A Lineage selector then lets you restrict the view to one workflow chain (a particular Research, Strategy, and Media Plan run) or keep all of them. If a campaign has no compiled claims yet, the canvas says so ("No wiki claims for this campaign yet."). Claims arrive once the campaign's first Research, Strategy, or Media Plan run has compiled into the Wiki, which happens on its own a short while after the run finishes.

Reading a node

Click an entity to open its card: how many claims are homed to it and how many of those are settled, the entities and claims it connects to most, and a button to open its Wiki page.

Click a claim to open its card: the statement, the evidence quote behind it, Where this came from (the run and section it was compiled from), and, in the Campaign lens, Informed by and Informs lists showing the claims upstream and downstream of it with their confidence scores. Click an influence line for the Wiki's explanation of why one claim informed the other, or a semantic line to see the claims that relate the two entities.

Trace Path and Focus

Two modes. Trace Path lives under Modes at the bottom of the rail and on a claim's card; Focus lives on any node's card.

Trace Path follows one claim's influence in both directions. Choose Trace a claim’s path, then select a claim. The canvas dims everything except the claims upstream of it and the claims downstream, a banner shows the counts, and a panel at the bottom of the canvas lays the path out column by column, grouped by where each claim came from. Trace Path only has something to show in the Campaign lens, since that is where influence lives.

Focus narrows the graph to one node's neighborhood. Open it from a node's card and choose how far out to look: one, two, or three steps. Close the card or click the X in the banner to exit.

What you can adjust

• View switches between everything, entities only, and claims only. Search spotlights the nodes whose text matches what you type.
• Entity type chips hide whole categories at once. Hiding a type also hides the claims homed to it.
• Claim status separates settled claims from provisional ones. A settled claim is one the Wiki has confirmed, whether by corroboration across sources or by a team edit on the Wiki page; a provisional claim is still waiting on that.
• Claim Origin filters claims by the workflow that produced them (Research, Strategy, Media plan, Measurement, and so on). Turn on Color by origin to paint the claims by origin instead of by type.
• Min confidence hides influence lines below the threshold and the claims that only those lines pull in. It starts at 75% and only applies in the Campaign lens.
• Zoom controls sit in the bottom-right corner of the canvas: in, out, and fit to view.

Limits and considerations

The map reads from the Wiki, so it is only as current as the last compile. A run that has only now finished shows up after its compile completes, not the moment the run does.

Influence connections exist only within a campaign. In the Brand lens you see mentions, semantic links, and halos, but nothing about which claim shaped which.

Nothing is edited on the map. To confirm, edit, or restore a claim, open its Wiki page; the map picks the change up on the next compile.

Brand Maps is beta. Use it to see the shape of what the Wiki knows and to check where a decision came from, and treat the confidence scores on influence lines as the model's estimate rather than a measurement.