This month we will address the ever-present question of how you can sell, market and brand meta data to the executive and architecture communities. First and foremost, be sure that what you are going to try to sell has demand within the organization. There are two things you can’t sell here in Georgia. The first item is pine pollen during the spring. Without a doubt, everyone in this state owns a greenish-yellow vehicle during late April and early May. A pollen count around 3,000 looks a lot like an Iraqi sandstorm. The second item is kudzu. I’m not sure who was the first person to buy kudzu, but they bought way too much. The problem is that it just grows too well! The climate in Georgia is perfect for kudzu. The vines grow as much as a foot per day during summer months, climbing trees, power poles and anything else they contact. Under ideal conditions kudzu vines can grow sixty feet each year. Of course, you must admit kudzu’s ability to integrate into the environment is admirable.

Seriously, the principle around marketing meta data is the development of a perception of value. Whether or not you utilize these techniques of marketing is up to you, but be forewarned that meta data will have a perception of value. The only real question is, "Was that value created and supported by a well-planned design or a default view?" The default view is allowing everyone else’s opinions, perceptions, experiences and knowledge drive your value-add equation. For the remainder of this column, I am going to use the word branding to mean the concepts of marketing, selling and branding.

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