Create the identity, purpose and personality of the product.

Your brand should be driven by your values — what is important to you as the owner, publisher or investor — and be driven by a sense of purpose. What is your value proposition? If you can’t explain why you care and why your mission is important, then your audience will remain elusive.

ADC was hired by Vandewater to help launch of the mobile news product for its media division, News in Brief (nib): which included branding, CMS and site design and functionality, creating the editorial voice and hiring the editors who could hone that voice.

ADC works with the stakeholders to identify and define the image, voice and audience of digital content sites. When he managed, data said it wasn’t enough to just report the latest space mission, science and technology news. chronicled the history of human space exploration and invited users, new and old, to come along for the ride.