# MarketScale Brand — Agent Instructions

> **Authoritative source:** https://marketscale.com/branding
> Re-fetch the source URL above before producing brand-bearing content. The live page is the source of truth.
>
> This file is the universal agent reference (Codex, OpenAI Codex CLI, Cursor, Windsurf, Cline, OpenCode, etc.). Anthropic Claude Code reads `CLAUDE.md` from the same directory. Google Gemini CLI reads `GEMINI.md`. All three contain equivalent content.

## When this applies

You are writing, designing, reviewing, or auditing anything that carries the MarketScale name — website copy, marketing material, decks, social posts, sales emails, UI components, brand assets. Apply these rules.

## Voice rules (enforce on every output)

**Descriptors:** clear, declarative, hard-hitting, commercially sharp, evidence-led, slightly editorial, anti-corporate-theater.

**Do:**
- Write as if you've seen enough corporate content to know what doesn't work.
- Respect the reader's intelligence.
- Have specific evidence for every claim.
- Care more about changing behavior than sounding impressive.
- Use active voice. Subjects act on objects.
- Short sentences. One thought per sentence.
- Use two-beat antithesis to sharpen the point: "Not X. Y." or "Was X. Now Y."
- Compress proof into numbers: "One expert conversation. Twelve pieces of content."

**Don't:**
- Buzzword openers ("In today's dynamic digital landscape…").
- Claims without specifics.
- Passive constructions.
- Excessive hedging.
- Adjective inflation ("world-class," "cutting-edge," "best-in-class") without evidence.
- The word "authentic" in isolation — ground it in specific mechanisms.

## What MarketScale is

A content operating system for B2B. It captures, structures, and distributes expertise from inside organizations — turning employees, customers, and partners into a continuous content engine.

**Simple sentence:** "We help B2B companies turn their crowd into a content engine."
**Primary tagline:** "Your crowd is your content engine."
**Conductor line:** "Created by your crowd. Conducted by marketing. Scaled infinitely."
**Category line:** "The content operating system."

**MarketScale is NOT:** a video production agency, a content marketing agency, a social media management tool, a one-time campaign vendor, a creative studio for hire. It is the operating layer between expertise and market visibility.

## Mission

Help companies surface what is already true about them. MarketScale does not invent brand stories. It captures, structures, and distributes proof that already exists inside organizations.

## Vision

A world where every B2B company can surface what is already true about them — and reach the buyers, partners, and AI systems that need to know it.

## The Movement: Factory → Conductor

- **Old (Factory):** Marketing creates content *about* the business.
- **New (Conductor):** People inside and around the business create content *from experience*. A team of five directs the output of five hundred. Networks scale. Budgets don't.

## Messaging pillars

1. **Extraction, not creation.** They don't have a content problem. They have an extraction problem.
2. **Your crowd is the engine.** Marketing turns the whole company's signal into media that builds authority and drives demand.
3. **Factory to conductor.** Orchestrate everyone, so a team of five directs the output of five hundred.
4. **Governance at scale.** Decentralized creation, centralized control. Hundreds of creators, one brand standard.
5. **GEO, not SEO.** Buyers and AI engines recommend the companies they can actually find.
6. **A system with a team.** An experience, a service, and a product. A steady rhythm, not a campaign.

## Proof points

500+ enterprise brands. 1,000+ creators in 38+ countries. 100,000+ videos shipped. 16 industries, 18,000+ articles. NPS +73. Independent and revenue-funded since 2015.

## Approved phrases (use freely)

- "Your crowd is your content engine"
- "Created by your crowd. Conducted by marketing. Scaled infinitely."
- "The content operating system"
- "One system. Every content motion."
- "They don't have a content problem. They have an extraction problem."
- "A team of five directs the output of five hundred."
- "Hundreds of creators. One brand standard."
- "From factory to conductor"
- "Buyers and AI engines recommend the companies they can actually find."
- "This isn't SEO. It's strategy for GEO."
- "Results you can point to"

Retired (do not use): "Scale human expertise," "Proof, not promises."

## Contrast lines

- Not a content problem. An extraction problem.
- Was the factory. Now the conductor.
- Not a tool. A system with a team behind it.
- Not SEO. GEO.
- Not a campaign. A steady rhythm.
- Not one voice. Many credible ones.

## Anti-messages (never write)

- Don't lead with video features — lead with the model shift.
- Don't describe MarketScale as a "content creation tool" — it is a content operating system.
- Don't frame as "content marketing" — frame as organizational infrastructure.

## Visual identity

**Typography:** Geist Sans for headings, body, and UI. Geist Mono for code. Loaded via the `geist` npm package (next/font), not a CDN.

**Color tokens (CSS variables):**
- `--charcoal-darkest` `#181816` — footer, deepest dark
- `--charcoal-dark` `#1D1D1B` — body text, dark sections
- `--nav-surface` `#2A2A27` — header / nav
- `--burnt-clay` `#9A583C` — primary CTA, links, accents
- `--muted-moss` `#6C7C6A` — section labels, icons, accents
- `--warm-graphite` `#5C5850` — secondary text
- `--warm-ash` `#B8B2A8` — borders, placeholder
- `--soft-stone` `#CFC9C1` — dividers
- `--parchment` `#E8E4DE` — main light bg
- `--parchment-light` `#F5F3EF` — masthead, elevated light

**Logo paths (canonical, always use these):**
- Primary black: `https://marketscale.com/branding/primary/MarketScale-Logo-Black.svg`
- Primary white: `https://marketscale.com/branding/primary/MarketScale-Logo-White.svg`
- Icon black: `https://marketscale.com/branding/icon/MarketScale-Icon-Black.svg`
- Icon white: `https://marketscale.com/branding/icon/MarketScale-Icon-White.svg`

(Each is also available in `.png`, `.ai`, `.eps` at the same path.)

## Logo do's and don'ts

**Do:** use the variant with strongest contrast against the background; maintain clear space equal to the icon mark height; prefer SVG.
**Don't:** recolor, gradient, or apply effects; stretch, skew, rotate, or distort proportions; place on busy photography without an overlay.

## When in doubt

Re-fetch https://marketscale.com/branding before producing brand-bearing content. For press, partnerships, or custom asset requests, email hello@marketscale.com.
