Rewrite Brand Attributes for public consumption

[joshkimmell]

Guidance from Marketing:

• less aspirational
• more of a statement of guidance
• "not to be construed as "we want Watson to be perceived as trustworthy"

[bobbinrobyn]

@joshkimmell: Do you want me to work on this?

[joshkimmell]

@bobbinrobyn: If you have time for a rough draft, I'm happy to work on it with you.

[joshkimmell]

Narrowed down to 5 brand statements. Thoughts?

1. Watson understands natural language and context and can anticipate the user’s needs.
2. Watson engages the user in dialogue, in context and in any scenario (visual, written, audio).
3. Watson learns both autonomously and via a guide, and improves over time.
4. Watson is capable of machine, as well as human-aided discovery.
5. Watson establishes trust by providing evidence-based, confidence weighted, unbiased and fully transparent outcomes.

[bobbinrobyn]

@joshkimmell: I think we probably need more content or this should share a page with something else. I like the direction you're moving in with less text than the original page of brand attributes. But, one thing the original page had going for it was the immediately consumable titles (e.g. "Watson understands me"). These 5 statements feel less immediate to me.

But maybe if you bolded / styled part of them, that would help. Something like this: Watson understands natural language and context and can anticipate the user's needs. Watson engages the user in dialogue, in context and in any scenario (visual, written audio).

[kathrynmcelroy]

I agree that this isn't enough content for a whole page, unless we include "Details" for each statement.

Content-wise here's my individual feedback:

1. Watson understands natural language and context and can anticipate the user’s needs.
   • this one is good to go
2. Watson engages the user in dialogue, in context, and in any scenario (visual, written, and audio).
   • couldn't tell if this was a list (which needs an oxford comma), or more like "engages the user in dialogue, within a context and within any scenario"
3. Watson learns both autonomously and via a guide, and improves over time.
   • I think the "via a guide" could be a little clearer. I'm not sure if it's referencing a person or not
4. Watson is capable of machine, as well as human-aided discovery.
   • this is the only one without a power verb, maybe reword to say "Watson discovers insights through machine capabilities as well as human-aid. (needs more work for the latter part...)
5. Watson establishes trust by providing evidence-based, confidence-weighted, unbiased, and fully transparent outcomes.
   • needs another dash and a comma

[joshkimmell]

Watson understands natural language and context and can anticipate the user’s needs.

Watson engages the user in dialogue, in context and in any scenario: visual, written, and even audial.

Watson learns both autonomously and via a guide, and improves over time.

Watson discovers insights through machine capabilities as well as human aid.

Watson establishes trust by providing evidence-based, confidence weighted, unbiased, fully transparent outcomes.

[bobbinrobyn]

I second @kathrynmcelroy's thoughts. What does "via a guide" mean? And perhaps human aid could say something more like "human expertise" or "human collaboration."

[joshkimmell]

human guidance? yeah...

[kathrynmcelroy]

Watson understands natural language and context and can anticipate the user’s needs.

Watson engages the user in dialogue, in context, and in any scenario: visual, written, and audio.

Watson learns both autonomously and via a guide, and improves over time.

Watson discovers insights through machine capabilities as well as human aid.

Watson establishes trust by providing evidence-based, confidence-weighted, unbiased, and fully transparent outcomes.

Last thing is changing "via a guide" to something more descriptive/specific.

[joshkimmell]

both autonomously and with human expertise...

[Snugug]

What's the status on this?

[joshkimmell]

Waiting for feedback from Bill in Marketing.

[poofichu]

I think this issue needs more labels #kiddingnotkidding

[bobbinrobyn]

We're not doing this for the first release. We should move it to 1.1.

[Snugug]

@bobbinrobyn done