> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/governance/usage-and-licensing.md).

# AoM Licensing & Governance

### Overview

The Anatomy of Marketing (AoM) is published as an open reference and licensed under a layered model. The conceptual layer is open under a Creative Commons licence. The AoM name, logo, certification mark, and proprietary tools are reserved. Commercial application and training delivery are covered by partner licences. This page sets out how the AoM may be used, how it is attributed, and how it is maintained.

### How the conceptual layer is licensed

The AoM model, its structure, the connections it draws between frameworks, its definitions, glossary, and original framework descriptions are licensed under the Creative Commons Attribution-ShareAlike 4.0 International Licence (CC BY-SA 4.0).

Under this licence, anyone may share and adapt the material, including for commercial purposes, on two conditions. The source must be attributed. Any adapted material must be shared under the same licence.

Commercial use is permitted provided the attribution and share-alike conditions are met and the reserved assets described below are not used.

### Source attribution

The AoM references and builds on frameworks, models, and thinking created by others. AoM’s contribution is the refinement, structure, and connection of these into a single system, together with its own original expression.

The Creative Commons licence applies only to AoM’s own contribution. The underlying source frameworks remain the property of their respective authors and, where they carry their own licences, continue to be governed by those licences. The frameworks and their authors are listed on the [AoM References page](/governance/references.md) and where applicable on specfic tool pages and any related assets.

### AoM attribution

Attribution must identify the AoM as the source, name the copyright holder, and reference the licence. The required form is:

{% code overflow="wrap" %}

```
Based on the Anatomy of Marketing (AoM), © Unicorn Road Pty Ltd, licensed under CC BY-SA 4.0. Source: anatomyofmarketing.org
```

{% endcode %}

Where practical, cite the AoM version in Year.Month.Patch format. [See AoM versioning](#aom-versioning)

Any reuse must also retain the attributions the AoM provides to the original authors of the source frameworks. These attributions are part of the licensed material and must not be removed.

### What the licence does not cover

The Creative Commons licence applies to the conceptual layer only. It does not grant rights to:

1. the names “Anatomy of Marketing” and “AoM”
2. the AoM logo and plus-cross device
3. the AoM certification mark
4. the Connected Tools and editable assets available through registered or paid access

These remain the property of Unicorn Road Pty Ltd. Use of the AoM name, marks, or logo requires a licence.

### Trademarks

Anatomy of Marketing™, AoM™, the AoM logo, and the AoM certification mark are trademarks of Unicorn Road Pty Ltd. The Creative Commons licence over the conceptual layer does not grant any right to use these marks.

***

### Access and registration

The AoM reference on this site is openly published and readable, by both people and AI systems, under the licence set out above. Free registration provides additional resources, including vector-based downloads and structured assets, along with updates as the model evolves and the ability to contribute feedback. A valid email and organisation name are required to register. Extended resources are available through paid access.

### Certification

AoM Certification recognises individual practitioners who have demonstrated a deep understanding of the AoM and the ability to apply it consistently across an organisation. It is a personal credential, not an organisational licence.

Certification is awarded on completion of an accredited AoM programme. Programmes are delivered online and through recognised training providers, and are focused on marketing transformation and applied practice across a business.

Certification requirements and available programmes are updated as the AoM develops. Registered users can apply to begin the certification pathway through their registered account.

 *For more information or to get in touch,* [*register free*](/getting-started/register-free.md)

### Agency Partner Licence

Agencies can formalise their use of the AoM through an Agency Partner Licence. This provides a structured way to apply the AoM within client engagements while maintaining consistency with the methodology.

An Agency Partner Licence includes:

1. the ability to use AoM materials within commercial work
2. use of the AoM Partner Badge
3. access to the full AoM partner resource database and supporting materials
4. inclusion in the AoM Agency Register

Licences are structured in tiers based on agency size and level of usage. *For more information or to get in touch,* [*register free*](/getting-started/register-free.md)

### Training Partner Licence

Training providers can apply to become licensed AoM Training Partners. This provides a structured and supported way to deliver AoM training while maintaining consistency with the methodology.

A Training Partner Licence includes:

1. the ability to use AoM materials in course delivery
2. use of the AoM Training Partner Badge
3. access to AoM teaching resources and supporting materials
4. inclusion in the AoM Training Register

Licences are structured in tiers based on provider scale and delivery scope. *For more information or to get in touch,* [*register free*](/getting-started/register-free.md)

***

### AoM Versioning

The AoM uses a simple versioning system to identify each release, while GitHub manages the full change history.

Versions follow a Year.Month.Patch format, for example 26.01.01. The Year indicates when the version was released. The Month reflects the quarterly release cycle. The Patch captures minor updates within that cycle.

Version numbers apply to the AoM as a whole, not to individual frameworks or tools. This keeps the system easy to use, while GitHub provides detailed tracking behind each release. Every update is traceable, and teams, partners, and AI systems can work from the same version.

### Update cycle

The AoM is updated quarterly, with core releases in January, April, July, and October. Registered users are notified and given access to the latest versions and supporting resources. Updates include improvements to definitions and frameworks, additions to tools, refinements based on feedback, and bug fixes. Smaller updates may be made between releases where needed. All changes are tracked in GitHub and reflected in the latest published version.

### Contribution model

The AoM is governed through a GitHub-based model, enabling transparent updates, clear version tracking, and structured contributions. Contributions are invited from registered users and cited authors. Feedback covers both the accuracy of models and how they perform in practice across teams, tools, and AI systems. All contributions are reviewed before being included in official releases, ensuring the AoM evolves in a controlled and consistent way.

***