Band 2 of 7

Consumer journey

One family of kinds. It follows Identity & scope and precedes Creative system.

Its kinds— 5

JourneysA journey is a named path of states a person moves through in their relationship with the brand. 4 journeys
Lifecycle StagesA lifecycle stage is one position on the ordered ladder a consumer moves along from first contact to advocacy. A stage is reached by holding a state that sits in it, and is the coarse frame those finer states are read against. 6 lifecycle stages
Consumer StatesA consumer state is a state a consumer can be in with respect to the brand, independent of any single journey. 13 consumer states
Journey StatesA journey state is one state a consumer can occupy inside one journey. 17 journey states
Journey TransitionsA journey transition is one legal move between two states of a journey, and what triggers it. 24 journey transitions

What the kernel asks of this band

The kernel is the part of the ground every other part must carry, and the laws hold the model to it on every build. Every row in this band grounds on one Entities row; beyond that, these are its claims on this band's kinds.

JourneysIts rows are the machine's journeys; each speaks “begins at”.
Lifecycle StagesIts rows are the rungs of the lifecycle ladder; each speaks “precedes”.
Consumer StatesIts rows are the conditions a position realises; each speaks “sits in stage”.
Consumer StatesEvery row is reached by “realizes consumer state”: a condition nobody can arrive at or leave is a picture; every consumer state is a position in at least one journey.
Journey StatesIts rows are the machine's positions; each speaks “belongs to journey” and “realizes consumer state”.
Journey TransitionsIts rows are the machine's moves; each speaks “belongs to journey”, “from state”, “to state” and “triggered by”.