Refining my thinking about how to integrate brand and marketing into IA. My current litmus test is, ‘Do both the company and the customer benefit from the design?‘ That sounds like a statement I think my marketing people will agree with, and is more realistic than only arguing for usability (in most companies). I find that most of the decisions occur at fine levels of design, like when and how to ask for an email address. And that’s when the litmus test is invoked.