The Brand in the center represents culminated content from the 4 modules that surround it. All of the modules are connected, informing and being informed by each other.
The Brand Purpose module is a space that identifies the primary motivation or "soul" of the brand. Within the space, we learn the how that primary motivation has developed into services or products, and then, how the brand is uniquely positioned in its markets. For example, if we were talking about Nike, the primary motivation or soul of the brand might be 'fitness,' and its product 'running shoes.' Its unique position in the market might be 'a superlative commitment to increasing user-performance through innovative design and materials.'
The Brand Experience Module provides key experiences that allow users to come to understand the brand through more engaging and interactive storytelling devices, such as games, interactive videos, and learning sessions. When a user enters this space, they should feel invited to explore. And when they leave, they should have a new emotional understanding--if not connection--with the brand as a humanized organism. This is the device that will help users come to believe in a brand, rather than just buy a brand's product.
Community Input is a space dedicated to aggregating research such as social listening, and actively seeking input through surveys and other tools to acquire user-feedback that can inform the brand. Everyone values customer feedback, and a rand cannot thrive without market support, but how often do brands actually design an infrastructure that puts that feedback directly into an algorithm that incrementally informs/modifies the actual DNA of the brand. This feature, feedback collection resulting in real-time brand refinement, is crucial to the concept. It measures and ensures the authenticity of a brand's relationship with its users.
The Brand Out Tools module gives users a toolkit for what you might call "brand advocacy." This would include the nuts and bolts, like logos, but also more significant assets, like repots and other information that empower the user with knowledge and a sense of expertise within the brand's areas of focus.
So these are the four essential components, and each one carries a hefty load of responsibility, My hope is that the site's creative direction and use of emerging technologies will drive users to explore, connect, and start to feel integrated, and even somewhat accountable for the brand.