The pathway to becoming a Knowledge Brand involves three key steps.

Define – what is the area of expertise for which you want your brand to be the go-to source? Is it a niche or an entire category? As always with true Knowledge Brands, it’s not just about book-smarts, but equally about people-smarts.

Develop – create the content your audience thirsts for, whether it’s networked web sites, custom publications, paid TV programming, advertorials, how-to books – anything that efficiently connects with your audiences and engages them.

Disseminate – publish and promote your content to all appropriate corners of the communications world.