Brand Brain AI Readiness Assessment for Chase

Executive summary

Advanced Analytica brando schema team has reviewed the full Chase Brand DNA – Version 2.1 (2019) document and assessed how ready it is to be converted into a machine-readable and machine-actionable “Brand Brain” for LLM-powered copy, design, and personalization tools.

Overall: the visual system is extremely mature and rule-rich; the verbal and messaging systems are defined at principle level with some tactical rules; audio/voice and claims governance are relatively under-specified.

A Brand Brain could immediately deliver strong visual consistency and decent tone-of-voice alignment, but it would struggle with nuanced messaging by audience, channel, or product, and with audio/AV work beyond the tagline.

Readiness snapshot (high level)

Very strong
Visual identity system (logos, color, type, photography, illustration, iconography, motion).
Explicit “do/don’t” visual examples and specs.
Moderate
Brand purpose and principles (“Real life. Real talk. Real useful. Real clear.”; “Chase helps you make the most of your money.”).
Verbal tone description and some product-messaging guidance.
Channel guidance for print, digital, motion graphics, and supers.
Accessibility / ADA and some compliance cues.
Weak / missing
Formal messaging framework (pillars, key messages, RTBs by product/audience).
Systematic claims & disclaimer governance.
Explicit audience archetypes or segmentation.
Audio identity beyond tagline voiceover.
Regionalization and contextual variants (markets, languages, regulated contexts).

Up to 10 key points (readiness & risks)

Brand purpose and principles are clear and consistent, but not yet structured as a reusable messaging framework.
Tone of voice is well described in prose (“knowledgeable, trustworthy, conversational, straightforward”) with simple rules, but lacks detailed linguistic rules or channel nuance.
Visual identity is fully systematized – ideal for tokenizing into Brand Brain objects (logomarks, typography, colors, graphic hierarchy, photography, illustration, iconography, motion).
There are rich canonical visual examples (correct/incorrect logo, color, photography, illustration, icons, data viz, motion; sample layouts).
Tagline usage is tightly governed, including audio/VO rules and end-frame behavior, but overall audio identity (music, SFX, voice casting) is not documented.
Product messaging guidance exists, but is high-level and not framed as reusable message “blocks” per product, benefit, or audience.
Safety and compliance are partially covered, mainly ADA/WCAG and financial disclosures in examples, but with no central claims/disclaimer policy or rule table.
Audience definition is implicit, focusing on “real people with real challenges” and “business tiers,” but lacks clear personas, segments, or archetypes.
Channel guidance is mostly design-oriented, not messaging-oriented (e.g., how narrative shifts in email vs banner vs in-app, or by lifecycle stage).
Document structure is solid for extraction (logical sections, repeated patterns of “correct / improper usage”), but content is skewed heavily toward visual identity.

Dimension-by-dimension scores (1–5)

A. Brand Identity Clarity – 4/5

Why 4

Clear, succinct brand purpose: “Chase helps you make the most of your money.” (Brand Introduction).
Brand principles articulated as “Real Life. Real Talk. Real Useful. Real Clear.” with supporting explanation about finding “the extraordinary in the ordinary,” talking like customers, being customer-serving and simple.
Strong narrative about customer relationship philosophy (“They’re the heroes, not us… We empower them to be badass.”).

Gaps / ambiguity

No explicit value set (e.g., 4–6 core values) or competitive positioning vs other banks.
Purpose/principles are not formally broken into pillars with RTBs, so they’re harder to map directly into structured messaging objects.

B. Verbal Identity Readiness (tone & style) – 3/5

Why 3

“Our Voice” defines tone as knowledgeable, trustworthy, familiar, cohesive, conversational and straightforward, with guidance to be “simple and clear, free of jargon and indisputably human.”
Explicit bullets that copy “should: 1. Be clear and concise. 2. Use an approachable tone… 3. Sound knowledgeable and clear without sounding stuffy, robotic or condescending.”
Product Messaging section explains that copy should be friendly, benefit-led, conversational, with product names integrated naturally.
Some headline and typography usage guidance gives light rhetorical rules (e.g., headlines vs introductory text).

Gaps

No comprehensive tone spectrum by situation (e.g., acquisition vs servicing, crisis, complaints).
No style guide detail (grammar, punctuation, contractions, reading level, inclusive language, terminology do/don’t).
No guidance on regional/language variations or translations.

C. Verbal Rules (explicit must-do / must-not-do / advisory) – 3/5

Why 3

There are explicit rules that can be machine-extracted, e.g.:

Stories must:
“Show a situation that could believably happen in real life, and avoid cliché situations that are predictable or contrived.”
“Be written in an approachable, authentic and optimistic tone.”
“Integrate Chase products and services organically as a part of the story.”
Content should:
Be clear and concise.
Use an approachable tone “like a conversation between good friends.”
“Sound… without sounding stuffy, robotic or condescending.”
Product messaging must be “as free of industry jargon as we can make it,” be benefit-focused, and avoid forced product mentions.
Tagline rules: exact wording must never be altered; never used in live text; must close long-form film/radio, etc.

There are also “sample / improper usage” examples for copy (e.g., too promotional, product-first messaging).

Gaps

Rules are scattered and not organized into a single normative table of mustDo/mustNotDo/advisory for copy.
No explicit rules on what can’t be promised (e.g., no guarantees about returns, approvals, etc.); examples are product-specific but not codified as rules.
Very limited negative examples of tone beyond “overly casual” and “jargon-heavy.”

D. Visual Identity Readiness (system clarity & structure) – 5/5

Why 5

Thorough treatment of logomarks, including:
Stand-alone octagon vs full logomark: when and where to use.
Minimum size, clear space, color variants, and extensive improper usage examples.
Extensive logo lockup systems for:
Primary, secondary product lockups (stacked & horizontal).
Digital tools, services/programs, Ultimate Rewards, co-brands, sub-brands.
Complete typography system (Open Sans, Open Sans Condensed for legal, Arial fallback), with hierarchy rules (headlines, category, subheads, intro text, body).
Detailed color architecture:
Core palette (Chase Blue, Navy, White), neutrals, extended brand palette, limited palette, CTA colors, data viz color hierarchy.
Deep guidance on photography, hero product photography, secondary product art, illustrations, icons, data visualization, motion graphics, all with clear roles in the hierarchy.

This is more than enough to define a structured visual ontology for a Brand Brain.

Gaps

Almost no explicit design tokens in code-ready format (e.g., named variables), but the values are there and easily extractable.
Some rules depend on visual judgment (e.g., “should feel authentic,” “not overly stylized”) which will need interpretation for automation.

E. Visual Rules (explicit must-do / must-not-do / advisory) – 5/5

Why 5

The document is full of concrete rules, often with “Correct Usage / Improper Usage” side-by-side:

Logo: dozens of “Do not…” (don’t crop, stretch, recolor, use as pattern, below minimum size, reverse colors, fill with photography, etc.).
Lockups: where to place Chase vs partner logo, size relationships, clear space, what cannot be created (e.g., no extended team lockups).
Color: off-brand colors “should never be used for branding purposes”; restricted palette only once brand palette exhausted; rules for error states and infographics.
Type: condensed only for legal; headlines must be short statements; detailed rules on case, leading, tracking.
Photography: avoid models, staged poses, isolated studio shots; require diversity, natural light, real environments.
Illustration & iconography: no cartoonish/childish styles; icons must be monoline, simple, approved, and used only for single concepts.
Motion graphics: avoid bouncy, abrupt movements; supers cannot be overloaded or illegible; end frames and tagline layouts must not be altered.

Gaps

A few “soft” rules are descriptive rather than prescriptive (“should feel smart, witty and sophisticated”), which are harder to enforce programmatically.
No priority level on rules (e.g., absolute vs recommended).

F. Audio Identity Readiness (system clarity & structure) – 2/5

Why 2

Tagline section includes explicit audio behavior:
Tagline should end “every long-form, :30 and :15 film and radio spot.”
“All videos should conclude with the approved end frame and voiceover.”
“The tagline should always be voiced over by the voice of Chase, not other actors,” with exception for native announcers.
Motion section implicitly touches AV pacing and feel (“simple, smooth and elegant”; avoid “bouncy… cartoonish”).

Gaps

No description of:
Music / sonic logo (if any), sonic palette, or genres to use/avoid.
Voice characteristics (gender mix, age, accent, pacing, energy) beyond “voice of Chase.”
Sound design/SFX usage.
No audio guidelines by channel (e.g., in-branch, IVR, podcast, social video).
No canonical audio examples to train on.

G. Audio Rules (explicit must-do / must-not-do / advisory) – 2/5

Why 2

Must-do:
Tagline VO required at end of video and radio assets; must use approved end frame and voiceover.
Must-not-do:
Tagline may not be shortened, edited, rearranged, or embedded as live text.
Tagline voiceover should not be delivered by non-Chase voices (except specific broadcast cases).

Gaps

Rules are tagline-only; no broader audio or voice rules (e.g., “Never shouty,” “No comedic sound effects,” etc.).
No rules for mix levels, clarity, accessibility (captions are mentioned but not as audio rules per se).

H. Messaging Framework Readiness (pillars, key messages, RTBs) – 2/5

Why 2

Clear brand purpose and tagline form a strong top-line message.
Brand principles (“Real Life / Real Talk / Real Useful / Real Clear”) can be interpreted as proto-pillars.
Narrative around “real life, not lifestyles,” “customers are the heroes,” “we help them be badass” is consistent.
Product Messaging & Real Storytelling sections offer patterns for messages (benefit-first, real-life scenarios, organic product integration).

Gaps

No explicit messaging framework table (pillars × audiences × products × RTBs).
No clearly defined reasons-to-believe or proof points linked to each pillar; product benefit examples are ad-hoc.
No mapping of messages by funnel stage (awareness vs consideration vs servicing).
No guidance for localization/regulatory variants of messages.

I. Messaging Governance / Claims Rules – 2/5

Why 2

Some disclaimers appear consistently in examples:
“Deposit products provided by JPMorgan Chase Bank N.A. Member FDIC.”
“Cards are issued by Chase Bank USA, N.A. Accounts subject to credit approval. Restrictions and limitations apply. Offer subject to change.”
ADA/WCAG guidance indirectly governs what you must include (e.g., captions for prerecorded audio).
Clear rules that the tagline text can’t be altered and can’t be reused in other contexts (e.g., body copy).

Gaps

No central claims policy (which product claims are allowed/forbidden, under what conditions).
No standard disclaimer library per product type, nor rules on when specific disclosures are mandatory.
No explicit guidance on risk wording, comparative claims, superlatives, guarantees, or regulatory approvals.
No instructions on legal review process or ownership.

J. Channel / Context Guidance (regions, channels, situations) – 3/5

Why 3

Multiple channels covered visually and structurally:
Printed publications, email, digital banners, long-form video, :30/:15 spots, radio, web, mobile.
Tagline guidance is channel-specific (film/radio, video end frames, banners where space constrains).
CTA colors and button behavior clearly geared toward digital / web / app contexts.
Motion graphics and video supers sections are explicitly about dynamic content.

Gaps

Limited guidance on how messaging shifts by channel (e.g., shorter benefit strings in banners vs longer context in email).
No regional / market or cultural adaptations.
No explicit coverage of in-product copy (e.g., app microcopy, error messages) beyond color and accessibility.
Situational guidance (e.g., crisis communications, servicing vs acquisition) is missing.

K. Audience / Archetype Readiness – 2/5

Why 2

What exists

High-level description of customers: “real people with real challenges” who “see the world optimistically but live their lives realistically.”
Some segmentation by business tier (retail, small business, commercial, etc.) and product context (retirement, travel, home-buying, small business).
Visual sections emphasize diversity and avoiding model-like casting.

What’s missing

No explicit audience archetypes/personas (e.g., “Young Striver,” “Seasoned Investor”).
No segment-specific messaging or tone adjustments.
No data on needs, barriers, motivations per segment.

L. Canonical Examples (good/bad, annotated, across modalities) – 4/5

Why 4

Throughout, there are clear “Correct Usage / Improper Usage” pairs for:
Logomarks, lockups, color hierarchy, restricted palette, data visualization.
Photography selection, camera position, celebrity use.
Hero and secondary product art.
Illustration styles and usage.
Iconography design and usage.
Motion graphics and video supers.
Some sample copy with “IMPROPER USAGE” callouts (e.g., product headlines, tone).

These are excellent seed examples for BrandExample objects, especially for visual training.

Gaps

Few examples annotated with why they are correct/incorrect beyond brief captions (LLM can still infer, but explicit tags would be better).
Limited audio examples and only light verbal examples vs the richness of visual ones.
No explicit “golden examples” of full multi-channel campaigns.

M. Structure & Extractability (for graph / API) – 4/5

Why 4

Document is well structured by topic: Brand, Logomarks, Lockups, Tagline, Typography, Color, Graphics, Photography, Product Art, Illustration, Iconography, Data Viz, Motion, Sample Layouts.
Many rules are already bulleted or numbered, easy to parse into machine-readable rules.
Visual systems are presented with consistent patterning (definitions, when to use, how to use, improper usage).

Gaps

Messaging/voice content is more narrative and a bit less structured; some work is needed to normalize into tokens.
No single index of rules; they’re embedded in paragraphs and captions.
No explicit IDs or taxonomy for sub-brands, logo types, or color tokens (though these can be created).

N. Safety / Compliance Coverage – 3/5

Why 3

Strong emphasis on ADA / WCAG 2.0 AA compliance, with specific contrast ratios and captioning rules.
Some implicit brand safety: no cartoonish/whimsical graphics, no fantasy illustration, insistence on authenticity and diversity.
Repeated inclusion of regulatory disclaimers in sample layouts.

Gaps

No explicit content safety rules (e.g., no political messaging, no sensitive topics, no targeting vulnerable groups).
No unique rules for kids/young audiences, data privacy, or personalization limits.
Compliance is limited to design/accessibility and financial disclaimers, not full content risk management.

O. Overall Brand Brain Readiness – 3/5

Why 3

Visual identity and design systems are fully “Brand-Brain-ready.”
Verbal tone and brand purpose are well-articulated but need structuring and expansion into message blocks.
Audio and messaging governance are underdeveloped, limiting automated use in AV and claims-sensitive contexts.
Audience and contextual guidance are implicit, so any personalization would require additional data and rules.

Prioritised gap list (before building the Brand Brain)

Messaging framework (MESSAGING – Highest priority)
Gap: No structured pillars, key messages, RTBs, or channel variants.
Action: Define 3–5 brand/value pillars (likely based on Real Life/Talk/Useful/Clear), map 3–5 key messages per pillar, and codify RTBs and sample copy per core product.
Claims & disclaimer governance (MESSAGING/SAFETY)
Gap: Fragmented claims and disclaimers; no central ruleset.
Action: Create a claims matrix per product category (what can/can’t be said, conditions, required disclaimers, mandatory phrases for offers/rates).
Audio / sonic identity (AUDIO)
Gap: Tagline behavior only; no holistic audio identity.
Action: Document voice attributes (tone, age range, accent, pacing), sonic logo/music guidance, SFX rules, and examples across major channels.
Deeper verbal style guide (VERBAL)
Gap: Tone descriptors but little linguistic detail.
Action: Add explicit rules for reading level, sentence structure, contractions, banned jargon phrases, inclusive language, brand terms, and channel-specific tone nuances.
Audience archetypes & segmentation (MESSAGING/CONTEXT)
Gap: No personas or segment-specific messaging.
Action: Define 4–8 archetypes/segments with core needs, preferred tone, key messages, and product relevance.
Context/channel messaging rules (CONTEXT)
Gap: Strong design rules per channel but limited narrative rules.
Action: For each key channel (web, app, email, push, banner, OOH, in-branch, social, video, radio), define message length, hierarchy, and tone tweaks.
Centralized rules registry (STRUCTURE)
Gap: Rules scattered throughout document.
Action: Create a master rules table (ID, area, modality, mustDo/mustNotDo/advisory, severity) to be ingested directly into the Brand Brain.
Broader safety/compliance guidance (SAFETY)
Gap: No explicit red lines on sensitive topics or targeting.
Action: Document content restrictions (e.g., no advice that could be construed as personalized investment advice without disclaimers, no discriminatory targeting) and escalation paths.

Immediately extractable elements for Brand Brain

VerbalIdentityToken candidates

Brand purpose: “Chase helps you make the most of your money.”
Brand principles: “Real Life. Real Talk. Real Useful. Real Clear.”
Tagline: “Make more of what’s yours.”
Voice traits: “Knowledgeable, trustworthy, familiar, cohesive, conversational, straightforward.”
Tone rules: clear & concise, conversational “like a conversation between good friends,” human, non-stuffy, non-robotic.
Real storytelling rules: believable real-life situations, avoid clichés, optimistic tone, organic product integration.
Product messaging rules: low jargon, benefit-led, natural product naming.
Headline vs intro vs body copy structure and capitalization.

VisualIdentityToken candidates

Logomark variants: stand-alone octagon, full logomark, color variations, usage contexts.
Logo lockup categories: primary, secondary (stacked/horizontal), digital tools, services/programs, Ultimate Rewards, co-brands, sub-brands.
Clear space and minimum size rules for all logo types.
Core color palette (Chase Blue, Navy, White), neutrals, extended palette, limited palette, CTA colors (with HEX/CMYK/RGB).
Typography hierarchy rules and font families.
Photography principles: real-life, candid, natural light, diversity, camera positioning, celebrity treatment.
Hero vs secondary product art rules, including Visa-logo visibility.
Illustration styles (hero and secondary), iconography rules, data visualization styles, motion graphic principles.
Channel-specific layout patterns and sample templates.

AudioIdentityToken candidates

Tagline audio behavior (end of video/radio, specific voice ownership).
Motion & animation style cues that influence AV pacing and transitions.
Captioning requirement for prerecorded audio.

ContentGuideline candidates

Tons of mustDo/mustNotDo/advisory rules for:
Copy tone & product messaging.
Real storytelling.
Logo usage and lockups.
Color hierarchy and restricted palette.
Typography hierarchy.
Photography, illustration, iconography, data visualization.
Motion graphics and video supers.
Accessibility (contrast, captions).

BrandExample candidates

Correct vs improper logo usage tiles.
Primary/secondary/co-branded lockup examples.
Correct vs improper headline usage.
Sample product and acquisition messaging (including “IMPROPER USAGE” frames).
Photography selection examples (real vs staged, diverse vs stocky).
Hero vs secondary product art examples.
Illustration style boards (correct vs cartoonish/3D).
Icon sets with “correct / incorrect” variants.
Data visualization and infographic examples (good/bad).
Sample layouts (print, email, banner, end frames).

Context definitions (channel / region / audience)

Channels: print, OOH, email, web, mobile app, digital banners, video (:30 / :15 / long-form), radio, in-branch.
Contextual roles: acquisition messaging, product education, servicing (e.g., error messages), data visualization (reports, dashboards).
Business tiers as context: consumer, small business, commercial, private client, J.P. Morgan.

Messaging elements

Core brand messages (purpose, tagline, principles).
Real storytelling pattern templates (e.g., RETIREMENT / HOME-BUYING / TRAVEL / SMALL BUSINESS examples).
Product-benefit examples (e.g., “Earn 3X points on travel and dining worldwide…”; “Earn 80,000 bonus points after you spend…”).
Call-to-action patterns (“Learn more,” “Shop now,” “View rewards”) with associated CTA color rules.
Sample end-frame language and supers.

JSON output

{
  "scores": {
    "brand_identity_clarity": 4,
    "verbal_identity_readiness": 3,
    "verbal_rules": 3,
    "visual_identity_readiness": 5,
    "visual_rules": 5,
    "audio_identity_readiness": 2,
    "audio_rules": 2,
    "messaging_framework_readiness": 2,
    "messaging_governance_rules": 2,
    "channel_context_guidance": 3,
    "audience_archetype_readiness": 2,
    "canonical_examples": 4,
    "structure_extractability": 4,
    "safety_compliance_coverage": 3,
    "overall_brand_brain_readiness": 3
  },
  "findings": {
    "brand_identity_clarity": "Clear brand purpose ('Chase helps you make the most of your money.') and brand principles ('Real Life. Real Talk. Real Useful. Real Clear.'), plus a consistent narrative about real customers as heroes. However, values and competitive positioning are not fully formalized as structured pillars.",
    "verbal_identity_readiness": "Tone is defined as knowledgeable, trustworthy, conversational, straightforward, human and jargon-light, with guidance for real storytelling and product messaging. There is limited detail on linguistic style (grammar, reading level, inclusivity) or channel-specific tone variants.",
    "verbal_rules": "There are explicit rules and checklists for storytelling, content, product messaging, tagline usage, headlines vs introductory text, and sample proper/improper messaging. These rules are scattered and not yet organized into a central mustDo/mustNotDo/advisory table, and claims-related verbal rules are minimal.",
    "visual_identity_readiness": "The document provides a comprehensive visual system: logomarks, lockup systems, typography, color architecture, photography, illustration, iconography, data visualization, motion graphics, and sample layouts, all with clear roles and specifications. This is highly ready for tokenization.",
    "visual_rules": "Visual rules are extremely explicit, with many 'Correct Usage / Improper Usage' pairs. They cover logo usage, lockups, color hierarchy and restricted palettes, typography, photography selection, hero and secondary product art, illustrations, icons, charts, infographics, and motion. A few guidelines rely on subjective aesthetic judgment.",
    "audio_identity_readiness": "Audio guidance is focused on the brand tagline: when it must be voiced, by whom, and in which end frames. There is no holistic sonic identity (music, sound design, voice casting) or channel-specific audio strategy.",
    "audio_rules": "Must-do and must-not-do rules concern only the tagline voiceover (exact wording, placement at the end of AV assets, use of the 'voice of Chase'). Broader audio rules for music, SFX, and overall voice characteristics are not documented.",
    "messaging_framework_readiness": "Brand purpose, tagline, and principles form a strong top-level narrative and there are patterns for real-life storytelling and benefit-led product messaging. However, there is no formal messaging framework with pillars, key messages, and reasons-to-believe by audience or product.",
    "messaging_governance_rules": "Some financial disclaimers and accessibility requirements appear in examples, and the tagline has strict usage rules. There is no central claims matrix, no unified disclaimer library, and limited guidance on what may not be said or what conditions must be met to make specific claims.",
    "channel_context_guidance": "The guidelines cover multiple channels (print, email, banners, web, app, video, radio) with strong design and layout advice, especially for motion graphics and supers. They provide limited guidance on how messaging content or tone should adapt by channel, region, or context.",
    "audience_archetype_readiness": "Audiences are described broadly as real people with real challenges, with implicit segmentation by business tier (consumer, small business, commercial, private client). There are no explicit personas, archetypes, or segment-specific message sets.",
    "canonical_examples": "There are rich visual examples labeled as correct or improper usage across logos, color, photography, product art, illustration, iconography, data visualization, motion graphics, and sample layouts, plus some copy examples. Audio examples and deeply annotated messaging examples are limited.",
    "structure_extractability": "The document is logically structured into sections, with many bullet lists, numbered rules, and repeated 'correct/improper' patterns. Visual information is especially easy to extract into structured tokens. Verbal and messaging rules are more narrative and will require some normalization.",
    "safety_compliance_coverage": "There is strong coverage of ADA/WCAG accessibility requirements and consistent use of product disclaimers in examples. Broader content safety, legal claims governance, and targeting/privacy rules are not documented, so compliance coverage is partial.",
    "overall_brand_brain_readiness": "The guidelines are highly mature on the visual side and reasonably strong on high-level brand purpose and tone, but they lack a formal messaging framework, rich audio identity, structured claims governance, and explicit audience archetypes. A Brand Brain can be built now with strong visual capabilities, but verbal, audio, and messaging layers need further definition."
  },
  "rules": {
    "verbal": {
      "must_do": [
        {
          "name": "Write believable real-life stories",
          "description": "Any story should show a situation that could believably happen in real life, use an approachable and optimistic tone, and integrate Chase products organically into the story.",
          "source_section": "Real Storytelling – Real-Life Stories checklist"
        },
        {
          "name": "Use a clear, conversational tone",
          "description": "Content should be clear and concise, using an approachable tone like a conversation between good friends, while sounding knowledgeable and straightforward.",
          "source_section": "Our Voice – Our content should"
        },
        {
          "name": "Focus product messaging on customer benefit",
          "description": "Product copy should minimize industry jargon, focus on the benefit to the customer rather than just features, and include product names naturally within conversational language.",
          "source_section": "Product Messaging – The way we communicate about our products should"
        },
        {
          "name": "Use headlines for intrigue, not detail",
          "description": "All-caps headlines should be short, impactful statements used to create intrigue, while detailed explanatory content belongs in sentence-case introductory text or body copy.",
          "source_section": "Headline Usage"
        },
        {
          "name": "Close AV communications with the brand tagline",
          "description": "The brand tagline should end every long-form, :30 and :15 film and radio spot, and all videos should conclude with the approved end frame and tagline voiceover.",
          "source_section": "Tagline – Golden Rules for Use"
        }
      ],
      "must_not_do": [
        {
          "name": "Do not use overly casual or slangy greetings",
          "description": "Tone should be friendly and genuine but not overly casual or full of contemporary slang (e.g., avoid openings like 'Hey! What’s up?').",
          "source_section": "Our Voice – Sample messaging / Improper usage"
        },
        {
          "name": "Do not force product names into copy",
          "description": "Product names should not be unnaturally forced into dialogue or used in a way that disrupts conversational flow.",
          "source_section": "Product Messaging – The way we communicate about our products should"
        },
        {
          "name": "Do not alter or inline the tagline text",
          "description": "The tagline wording must never be shortened, edited, rearranged, or used as part of a sentence, headline, or body copy in live text.",
          "source_section": "Tagline – Golden Rules for Use and Improper Usage"
        },
        {
          "name": "Do not overload video supers with text",
          "description": "Supers should not present a large amount of information within a single frame and must remain simple, legible, and aligned to the animation guidelines.",
          "source_section": "Motion Graphics – Improper Usage of Supers"
        }
      ],
      "advisory": [
        {
          "name": "Adapt phrasing subtly by customer relationship and context",
          "description": "Maintain a consistent voice but introduce nuance to phrasing and vocabulary to reflect the relationship with the customer and what they are doing.",
          "source_section": "Our Voice – Our conversations and nuance"
        },
        {
          "name": "Use introductory text as a bridge",
          "description": "Use introductory text to bridge between headline and body copy when a concept needs more explanation while preserving the headline’s simplicity.",
          "source_section": "Headline Usage – Introductory text guidance"
        },
        {
          "name": "Use sub-brand headline treatments consistently",
          "description": "Recognized sub-brands may use distinct headline weights and colors in all caps for marketing communications, while contextual and informational headlines may follow readability best practices in sentence or title case.",
          "source_section": "Sub-brand Headline Treatments"
        }
      ]
    },
    "visual": {
      "must_do": [
        {
          "name": "Respect logomark clear space and minimum size",
          "description": "Maintain at least one octagon segment of clear space around logos and never use them below the specified minimum print and digital sizes.",
          "source_section": "Logomarks – Our Core Brand Logomark"
        },
        {
          "name": "Use approved logomark color variations",
          "description": "Use the full-color logomark on bright backgrounds, knockout on dark saturated backgrounds, and black only where full color is unavailable, ensuring readability.",
          "source_section": "Logomarks – Color Variations"
        },
        {
          "name": "Use Open Sans as the primary brand typeface",
          "description": "Set all brand typography in Open Sans, with Open Sans Condensed reserved for legal text in confined spaces, and use Arial only as a technical fallback.",
          "source_section": "Typography – Brand Typefaces"
        },
        {
          "name": "Lead with white space and blue-based palette",
          "description": "Designs should lead with open white space and grayscale type, using Chase blues and sub-brand accent colors for emphasis while avoiding over-saturation.",
          "source_section": "Color Usage – Color Hierarchy"
        },
        {
          "name": "Use authentic, candid photography with diversity",
          "description": "Select photography that captures spontaneous real-life moments with natural lighting, real environments, and diverse, everyday people rather than posed models.",
          "source_section": "Photography Principles – Selecting Photography and Real-Life People"
        },
        {
          "name": "Render icons in monoline style with clear labels",
          "description": "Icons must be simple monoline drawings with interior negative space, scalable, visually consistent, used to represent a single category, and accompanied by labels.",
          "source_section": "Iconography – Icon Design and Proper Usage of Icons"
        }
      ],
      "must_not_do": [
        {
          "name": "Do not misuse or alter the Chase logomark",
          "description": "Never recreate, alter, crop, stretch, skew, recolor, place on busy shapes or patterns, break apart, use as a bullet or typography, or fill the octagon with images.",
          "source_section": "Logomarks – Improper Usage of the Chase Logomark"
        },
        {
          "name": "Do not create unapproved logo lockups",
          "description": "Do not create horizontal or tertiary-message logo lockups, do not replace the word 'Chase' with the octagon in service names, and do not create lockups for internal teams.",
          "source_section": "Logo Lockup Systems – Improper Usage of Primary Product Logo Lockups and Co-branded Logo Lockups"
        },
        {
          "name": "Do not use off-brand colors for branding",
          "description": "Restricted colors from the limited palette (e.g., red, orange, violet) must not be used for core branding and only appear when the brand palette is exhausted for differentiation (such as in complex charts).",
          "source_section": "Color Usage – Brand Color Spectrum and Limited Brand Color Palette"
        },
        {
          "name": "Do not use staged, model-like or isolated photography",
          "description": "Avoid posed, stiff, obviously staged imagery or professional-model shots, and avoid isolated studio visuals that lack real environments.",
          "source_section": "Photography Principles – Real-Life People and Selecting Photography"
        },
        {
          "name": "Do not use cartoonish or whimsical illustration styles",
          "description": "Illustrations must not be overly rendered in 3D, childlike, whimsical, or fantastical; characters should be realistic and anatomically correct.",
          "source_section": "Hero Illustrations – How to Choose an Illustration and Badass Illustration Styles"
        },
        {
          "name": "Do not add gradients or effects to data graphics",
          "description": "Charts and graphs should use solid blocks of approved color without gradients, drop shadows, or overly stylized embellishments.",
          "source_section": "Data Visualization – Charts and Graphs"
        }
      ],
      "advisory": [
        {
          "name": "Use hero imagery to lead communications",
          "description": "Hero photography or illustration should lead layouts, introduce a concept or category, and draw intrigue, while secondary and tertiary visuals supply detail or navigation.",
          "source_section": "Graphics Hierarchy – Hero, Secondary, and Tertiary Imagery"
        },
        {
          "name": "Ground hero product photography in realistic settings",
          "description": "Hero product images should show products in natural settings that reflect use cases (e.g., cards on a restaurant table or in a hand) with consistent, realistic lighting.",
          "source_section": "Hero Product Photography – Selecting Hero Product Photography"
        },
        {
          "name": "Use secondary product art in compact or informational contexts",
          "description": "Isolated, more schematic product art should be used in small-scale or informational contexts, ideally as follow-up to hero imagery that has established real-life context.",
          "source_section": "Secondary Product Art – Usage of Secondary Product Art"
        },
        {
          "name": "Use illustrations to clarify complex ideas",
          "description": "Hero and secondary illustrations are best used to simplify complex concepts that cannot be shown in a single photograph, not to decorate or overcomplicate simple messages.",
          "source_section": "Hero Illustrations – Illustration Usage"
        },
        {
          "name": "Follow ADA/WCAG guidelines for contrast and motion",
          "description": "Digital creative should pass WCAG 2.0 AA contrast ratios, provide captions for prerecorded audio in synchronized media, and allow users to pause or stop moving content that runs longer than 5 seconds.",
          "source_section": "Color Usage – ADA Compliance"
        }
      ]
    },
    "audio": {
      "must_do": [
        {
          "name": "End AV content with tagline voiceover",
          "description": "The brand tagline must be voiced at the end of all long-form video, :30, and :15 film and radio spots using the approved voice and end-frame layout.",
          "source_section": "Our Brand Tagline – Golden Rules for Use"
        },
        {
          "name": "Use the approved voice of Chase for tagline delivery",
          "description": "The tagline must be voiced by the designated 'voice of Chase' rather than other actors, except when read by a native announcer in specific media contexts such as live television or radio spots.",
          "source_section": "Our Brand Tagline – Golden Rules for Use"
        },
        {
          "name": "Provide captions for prerecorded audio in synchronized media",
          "description": "For prerecorded audio in synchronized media, captions must be provided except when the media is itself an alternative for text clearly labeled as such.",
          "source_section": "Color Usage – ADA Compliance"
        }
      ],
      "must_not_do": [
        {
          "name": "Do not change tagline wording in audio",
          "description": "The spoken tagline must use the exact approved wording without shortening, editing, or rearranging.",
          "source_section": "Our Brand Tagline – Golden Rules for Use and Improper Usage"
        },
        {
          "name": "Do not follow tagline with additional acquisition supers",
          "description": "Additional supers or acquisition messages should not follow or diminish the brand tagline in AV end frames.",
          "source_section": "Motion Graphics – Improper Usage of Supers"
        }
      ],
      "advisory": [
        {
          "name": "Keep motion and audio transitions smooth and understated",
          "description": "Movement and associated sound should be simple, smooth, and elegant rather than bouncy, abrupt, or cartoonish so that the animation style supports the message instead of distracting from it.",
          "source_section": "Motion Graphics – Animation Styles"
        }
      ]
    }
  },
  "messaging": {
    "pillars": [
      {
        "name": "Real Life",
        "description": "Chase focuses on real-life situations and ordinary people, not idealized lifestyles, grounding financial products in everyday contexts.",
        "source_section": "Brand Principles – Real Life. Real Talk. Real Useful. Real Clear."
      },
      {
        "name": "Real Talk",
        "description": "Chase speaks in straightforward, conversational language, avoiding jargon and sounding like a real person rather than a stuffy bank.",
        "source_section": "Our Voice – We talk to them like a real person, not a stuffy bank."
      },
      {
        "name": "Real Useful",
        "description": "Chase focuses on practical solutions that help customers make the most of their money, simplifying the complicated and providing tangible benefits.",
        "source_section": "Brand Introduction – Chase helps people with their financial decisions and Real Storytelling sections"
      },
      {
        "name": "Real Clear",
        "description": "Chase keeps things simple and clear in both visuals and text, emphasizing comprehension and transparency in communications.",
        "source_section": "Brand Principles – We keep things simple and Color/Typographic hierarchy sections"
      }
    ],
    "key_messages": [
      {
        "name": "Make the most of your money",
        "description": "Chase helps you make the most of your money across life moments such as retirement, home-buying, travel, and small business growth.",
        "pillar": "Real Useful",
        "audience": "All customers",
        "channel": "Brand, product, and acquisition communications",
        "source_section": "Brand Introduction and Real Storytelling examples"
      },
      {
        "name": "Customers are the heroes",
        "description": "Chase positions customers as the heroes of their own stories, with the bank acting as supporter, advocate, innovator, and inspirer.",
        "pillar": "Real Life",
        "audience": "All customers",
        "channel": "Story-driven advertising and content",
        "source_section": "Brand Introduction – Delivering on our brand purpose"
      },
      {
        "name": "Make more of what’s yours",
        "description": "With Chase behind you, you can make more of what’s yours, capturing the promise that Chase turns everyday financial tools into greater value.",
        "pillar": "Real Useful",
        "audience": "Prospects and customers across product lines",
        "channel": "Brand tagline in AV, print, and digital sign-offs",
        "source_section": "Our Brand Tagline"
      }
    ],
    "reasons_to_believe": [
      {
        "message_name": "Make the most of your money",
        "rtb": "Chase products offer tangible rewards and value such as cash back, points, and tailored lending (e.g., 3X points on travel and dining, 80,000 bonus points offers).",
        "source_section": "Sample Product Messaging, Sample Layouts for Chase Sapphire Reserve and Ink Business Preferred"
      },
      {
        "message_name": "Real life support",
        "rtb": "Communications show realistic scenarios where Chase tools help with everyday financial decisions like retirement, home buying, travel bookings, and reinvesting business rewards.",
        "source_section": "Real Storytelling – Real-life stories examples"
      }
    ],
    "claims_rules": {
      "allowed_claims": [
        {
          "description": "Use brand purpose and tagline claims about helping customers make the most of their money and making more of what is theirs, as high-level brand promises.",
          "conditions": "Must not imply guaranteed outcomes; should be used as brand positioning rather than specific product performance guarantees.",
          "source_section": "Brand Introduction and Our Brand Tagline"
        },
        {
          "description": "Use specific product benefit claims such as bonus points or accelerated rewards when supported by underlying offer terms.",
          "conditions": "Must be accompanied by appropriate legal disclaimers about credit approval, restrictions, limitations, and that offers are subject to change.",
          "source_section": "Sample Layouts and Sample Product Messaging with bonus point offers"
        }
      ],
      "forbidden_claims": [
        {
          "description": "Do not alter or localize the wording of the core tagline for use as separate product or sub-brand taglines.",
          "source_section": "Our Brand Tagline – Improper Usage"
        },
        {
          "description": "Do not create or use additional sub-brand taglines or lockups that visually compete with the core brand tagline.",
          "source_section": "Our Brand Tagline – Improper Usage"
        }
      ],
      "required_disclaimers": [
        {
          "text": "Deposit products provided by JPMorgan Chase Bank N.A. Member FDIC.",
          "applies_when": "Any communication referencing deposit accounts or general banking services.",
          "source_section": "Our Brand Tagline – Sample layouts and end frames"
        },
        {
          "text": "Cards are issued by Chase Bank USA, N.A. Accounts subject to credit approval. Restrictions and limitations apply. Offer subject to change.",
          "applies_when": "Any communication referencing credit cards, card offers, or card-related rewards.",
          "source_section": "Sample Layouts and Motion Graphics examples"
        },
        {
          "text": "© [Year] JPMorgan Chase & Co. All rights reserved.",
          "applies_when": "Most external marketing and brand materials as a copyright notice.",
          "source_section": "Sample Layouts and footer treatments"
        }
      ]
    }
  },
  "gaps": [
    {
      "priority": 1,
      "area": "messaging",
      "description": "There is no structured messaging framework that translates brand purpose and principles into explicit pillars, key messages, RTBs, and channel variants.",
      "suggested_action": "Create a formal messaging architecture that defines 3–5 pillars and maps key messages and proof points for core products and audiences."
    },
    {
      "priority": 2,
      "area": "messaging",
      "description": "Claims and disclaimers are shown only in examples and not organized as a unified governance system.",
      "suggested_action": "Build a claims and disclaimer matrix by product and channel, specifying allowed claims, forbidden claims, required disclaimers, and usage conditions."
    },
    {
      "priority": 3,
      "area": "audio",
      "description": "Audio identity beyond tagline voiceover (music, sound effects, voice characteristics) is missing.",
      "suggested_action": "Define sonic guidelines including voice personas, music genres and instrumentation, sound design principles, and sample approved executions."
    },
    {
      "priority": 4,
      "area": "verbal",
      "description": "The tone of voice is described qualitatively but lacks detailed linguistic rules for copywriters and AI systems.",
      "suggested_action": "Develop a detailed verbal style guide covering sentence structure, reading level, use of contractions, inclusive language, terminology, and channel-specific tone nuances."
    },
    {
      "priority": 5,
      "area": "audience",
      "description": "Audience segmentation and archetypes are only implied by business tiers and scenarios.",
      "suggested_action": "Define clear audience personas or archetypes with associated needs, tonal preferences, and key messages for each segment."
    },
    {
      "priority": 6,
      "area": "context",
      "description": "Channel-specific messaging rules (beyond design and tagline placement) are not documented.",
      "suggested_action": "For each major channel (web, app, email, social, banners, OOH, in-branch, video, radio), specify message hierarchy, length, and tone adjustments."
    },
    {
      "priority": 7,
      "area": "structure",
      "description": "Rules are embedded throughout the document rather than summarized in a central index, complicating automated extraction.",
      "suggested_action": "Compile a master rules table listing each rule, its modality (verbal/visual/audio), severity (mustDo/mustNotDo/advisory), and source section."
    },
    {
      "priority": 8,
      "area": "safety",
      "description": "Content safety and ethical targeting guidelines are not explicitly covered beyond accessibility and standard financial disclaimers.",
      "suggested_action": "Document policies on sensitive topics, targeting constraints, and escalation paths for high-risk content to guide safe AI-generated outputs."
    }
  ],
  "extractable_elements": {
    "verbal_identity": [
      "Brand purpose: 'Chase helps you make the most of your money.'",
      "Brand principles: 'Real Life. Real Talk. Real Useful. Real Clear.'",
      "Brand tagline: 'Make more of what’s yours.'",
      "Voice traits: knowledgeable, trustworthy, familiar, cohesive, conversational, straightforward.",
      "Storytelling checklist for real-life scenarios and tone.",
      "Product messaging rules emphasizing benefits, low jargon, and natural product mentions.",
      "Headline, introductory text, and body copy hierarchy and case rules."
    ],
    "visual_identity": [
      "Chase octagon and full logomark specifications (size, clear space, color variants).",
      "Primary and secondary logo lockup systems (product, service, digital tool, Ultimate Rewards, co-branded).",
      "Typography system: Open Sans family, Open Sans Condensed for legal, Arial fallback.",
      "Core, neutral, extended, and limited color palettes with CMYK/RGB/HEX values.",
      "CTA button color tokens and hover states.",
      "Photography principles for authenticity, diversity, and composition.",
      "Hero and secondary product art rules and suite composition.",
      "Hero and secondary illustration styles and usage rules.",
      "Iconography style, scalability, modifiers, and labeling rules.",
      "Data visualization and infographic styling rules.",
      "Motion graphics and video supers design and behavior rules."
    ],
    "audio_identity": [
      "Tagline VO placement at the end of long-form video, :30 and :15 film and radio.",
      "Requirement for the 'voice of Chase' to deliver the tagline, with limited exceptions.",
      "Captioning requirement for prerecorded audio in synchronized media.",
      "Guidance that movements and transitions in AV should be smooth, subtle, and non-cartoonish."
    ],
    "content_guidelines": [
      "Real storytelling do/don't checklists for authenticity and tone.",
      "Tone of voice rules for conversational yet professional copy.",
      "Product messaging rules (benefit-led, low jargon).",
      "Tagline usage rules (wording, placement, lockup-only usage, no inline text).",
      "Logo usage and lockup rules with explicit improper usage patterns.",
      "Color hierarchy and restricted palette rules.",
      "Typographic hierarchy and usage constraints.",
      "Photography, illustration, icon, and data visualization usage rules.",
      "Motion graphic and video super guidelines, including end-frame behavior.",
      "ADA/WCAG accessibility requirements for contrast, captions, and motion control."
    ],
    "brand_examples": [
      "Correct vs improper Chase logomark usage examples.",
      "Primary and secondary product logo lockup examples, including co-branded treatments.",
      "Sample proper and improper product headlines and acquisition messaging.",
      "Photography selection examples showing candid vs staged imagery.",
      "Hero vs secondary product art layouts with natural vs abstract contexts.",
      "Hero illustration vs cartoonish style comparison boards.",
      "Icon sets with correct vs incorrect design and usage.",
      "Data visualization examples (simple, solid-color charts vs over-stylized charts).",
      "Sample print, email, and digital banner layouts including taglines and disclaimers.",
      "Sample video supers and end-frame treatments."
    ],
    "contexts": [
      "Channel contexts: print, OOH, email, web, mobile app, digital banners, long-form video, :30/:15 film, radio, in-branch.",
      "Use cases: brand awareness, acquisition messaging, product education, servicing communications, data reporting.",
      "Business tiers: consumer, small business, commercial banking, Chase for Business, Chase Private Client, J.P. Morgan."
    ],
    "messaging": [
      "Core brand purpose and tagline statements.",
      "Brand principles as proto-pillars: Real Life, Real Talk, Real Useful, Real Clear.",
      "Customer-as-hero narrative where Chase is supporter and enabler.",
      "Real-life scenario themes (retirement, home-buying, travel, small business).",
      "Example product benefit claims (bonus points, 3X points, cash back).",
      "CTA phrase set (Learn more, Shop now, View rewards) linked to CTA color tokens.",
      "Standard legal disclaimers for deposit products and credit cards.",
      "End-frame scripts combining tagline, product, CTA, and disclaimers."
    ]
  }
}