KNOWLEDGE BRANDING Your brand as a knowledge leader depends on how you take a concept, issue, or keyword from ideation to adoption. What is a "knowledge brand?" A knowledge brand is the face of knowledge and experience that a leader or an organization shows its key stakeholders, constituencies, and other key audiences. A knowledge brand communicates the coherent themes around the organization's areas of expertise, competency, and other knowledge differentiators. It grows from the inside out: from the authentic narratives of individuals applying their skills and talents to make decisions, deliver results and create value. For leaders, the question is, "how do my ideas both resonate with my intended audience and yet differentiate myself from the crowd?" For organizations, the question is, "how do our stakeholders experience our knowledge - do they feel that we are an intelligent organization?" A strategic approach to knowledge branding becomes critical as organizations learn to market their knowledge and expertise beyond products or services. This requires strategies that rely on cultural linguistics and symbology, mass and micro-market appeal, viral marketing and leveraging social network effects. A successful knowledge brand engages the organization's collective intelligence and communicates value to the key audiences for whom the organization's knowledge matters most. To learn more, contact AMPLIFI www.amplifi.com AMPLIFI YOUR IDEAS Move beyond product and service brands. Know your audience and understand their language. Pick the signs and symbols that convey the right meaning. Identify and craft your supporting brand narratives. Select the right media for your story.

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