Content models

Profiles

A profile is an optional, predefined structure you can follow. The base standard fixes the machine contract and says nothing about content. A profile sits on top of that base and recommends which knowledge a package should carry and how its root should be organised.

Following one is a choice, never a requirement. A package opts in by naming a profile in its root frontmatter, and a package that names none is complete and fully conforming on its own. Profile rules are advisory: a validator raises them as warnings, and no profile outcome affects conformance. The specification sets out the normative detail.

Available profiles

Evidence-based

A content model built on the marketing science of Byron Sharp, Jenni Romaniuk, and Mark Ritson: a seven-section root, distinctive brand assets, and prioritised category entry points. The profile the authors of this standard use, and required by nobody.

Read the profile →

Contribute a profile

Profiles are meant to grow with the field. If a school of brand thinking has a structure worth repeating, it can become a profile: a set of recommended sections and advisory rules that packages opt into. Start a discussion about the idea first, then send a pull request that adds a profile document under spec/profiles/.

Propose a profile GitHub repository