Components

Which components the system carries: its inventory, picked from the catalogue.

The five answers

Question	Answer	Why
Which component families does it need?	Core, plus media	Campaigns lead with media and big sections.
How far does the inventory reach?	Only what today's screens use	One action and a story need only the parts in use; an agency keeps them fresh.
How does a component earn its place?	It gives the brand a moment	A component joins when it gives the campaign a moment.
When does a component get another look?	Also for emphasis and size	Variants for emphasis and size let each campaign look a little different.
Where do components do the most work?	Campaign sections	Components sit inside big campaign sections.

When to use what

Situation	Use	Not	Why
No component in the inventory fits	a section built from the inventory with campaign tokens	a new component for one campaign	Campaigns change the look through tokens; new parts every drop are hard to keep working.