# MarketScale Brand — Gemini 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 read by Google Gemini CLI when present in a workspace. Anthropic Claude Code reads `CLAUDE.md`. Other agents (Codex CLI, Cursor, Windsurf, Cline, OpenCode) read `AGENTS.md`. All three contain equivalent content.

## Identity

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.

## 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.

## Mission

Help companies surface what is already true about them.

## 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.

## Movement: Factory → Conductor

- **Old:** Marketing creates content *about* the business.
- **New:** People inside and around the business create content *from experience*. A team of five orchestrates a contributor base of five hundred.

## Voice & tone

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

**Signature move:** two-beat antithesis. "Not X. Y." or "Was X. Now Y." Compress proof into numbers.

**Write as if:**
- You've seen enough corporate content to know what doesn't work.
- You respect the reader's intelligence.
- You have specific evidence for every claim.
- You care more about changing behavior than sounding impressive.

**Avoid:**
- 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.

## Approved phrases

- "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 (don't say)

- Don't lead with video features — lead with the model shift.
- Don't describe MarketScale as a "content creation tool" — it's a content operating system.
- Don't frame as "content marketing" — frame as organizational infrastructure.
- Don't use "authentic" in isolation — ground it in specific mechanisms.

## Visual identity

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

**Color tokens:**
| Token | Hex | Use |
|---|---|---|
| `--charcoal-darkest` | `#181816` | Footer, deepest dark surfaces |
| `--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 |
| `--soft-stone` | `#CFC9C1` | Dividers |
| `--parchment` | `#E8E4DE` | Main light bg |
| `--parchment-light` | `#F5F3EF` | Masthead, elevated light |

**Logo paths:**
- 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`

(Also available in `.png`, `.ai`, `.eps` at the same path.)

**Logo rules:**
- Use the variant with strongest contrast against the background.
- Maintain clear space equal to the icon mark height.
- Prefer SVG.
- Don't recolor, gradient, stretch, skew, rotate, or distort the mark.
- Don't 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.
