The context
Two objects that every decision works from. BrandDNA is what your brand means, written down once. CampaignDNA is what this campaign wants. MatchPersona reads both before it builds a single persona.
Your brand and your campaign are written down once, and every decision after that works from them.
BrandDNA is derived from your website, your guidelines and your existing material. CampaignDNA is derived from the brief and the landing page. Each field keeps its provenance, each object carries a quality score, and you review both before anything runs.
Fictional example, not a client record
BrandDNA
what the brand means, once
CampaignDNA
what this campaign wants
MatchPersona reads both. MatchOutcome carries the metric.
Purpose, positioning, value proposition, brand promise, core values and the brand archetype.
Primary audience, markets, industries and the competitive frame it is judged in.
Tone of voice, formality, lexicon, locked terms, what to say and what never to say.
Environments it belongs beside and environments it must never sit beside, forbidden topics, regulated flags and mandatory disclaimers.
Colours, typography, photography and motion guidelines, and the distinctive assets that make it recognisable.
Business objective, communication objective, the single-minded proposition, the key insight and the metric hierarchy with one primary metric.
Key messages and their hierarchy, the campaign promise, the main offer, the call to action, mandatories, what to say and what not to say.
Target personas and priority personas, markets and languages.
Flight dates, timing sensitivity, budget and pacing, channel plan and format weighting.
The measurement plan and the benchmarks, plus the landing pages analysed and the assets extracted from them.
BrandDNA describes your brand once and stays valid across campaigns.
CampaignDNA lives for one campaign.
Questions
From the brand's own material: the website, brand guidelines where they exist, and what the brand already publishes. It is derived by C Wire's system, then curated with you. Every field keeps its provenance, so you can see whether a value was read from your material, inferred, or set by a person.
From the brief and the landing page. The brief can be a document, a few sentences or a call; the landing page is analysed for offer, message and assets. What is missing is inferred and marked as inferred, and the metric the campaign will be judged on is agreed with you before anything runs.
Each record carries a quality score that reflects how complete and how well-sourced it is. A BrandDNA built from a full guideline set scores higher than one inferred from a homepage. The score tells you, and us, how much to trust the object before the first campaign, and it rises as the object is curated.
You do. BrandDNA and CampaignDNA are yours to review and correct, and they stay with you for the next campaign. Both can be shared with your agency through a link.
BrandDNA tells MatchPersona what the brand means and what it must never sit beside. CampaignDNA tells it what this campaign wants and which personas matter most. From those two it builds the personas and finds where they spend attention. Your product category is excluded from the topics on purpose.
CampaignDNA carries the primary metric. MatchOutcome bids each impression against that metric and reports on it, so the number you are held to is the one you chose.
No. They describe a brand and a campaign, never people. Personas inside CampaignDNA are described by life situation and attention, not identity.
What the campaign is for, where and when it should run, what creative exists and the metric you will judge it on. That is enough for a first CampaignDNA; the landing page fills in the rest.
Next step
A brand, an objective, a market. We build the personas and come back with a price. The personas are yours either way.