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| PARALLEL EXECUTION: |
| the process by which creative teams work simultaneously rather than sequentially. |
| PARALLEL THINKING: |
| a brain-storming technique in which everyone thinks in the same direction at the same time, generating a range of usable ideas; the opposite of Socratic thinking, in which one person succeeds by proving the other wrong. |
| PARENT BRAND: |
| the main brand in a brand family; a master brand. |
| PERCEPTION: |
| an impression received through the senses; a building block of customer experience. |
| PERCEPTUAL MAP: |
| a diagram of customer perceptions showing the relationships between competing products, service, companies, or brands. |
| PERMANENT MEDIA: |
| environmental brand messages that last for years, such as architecture or signage. Ex. "Heinz Stadium" in Pittsburgh or "Minute Made Park" in Houston. |
| PERMISSION MARKETING: |
| the practice of promoting goods or services with anticipated, personal, and relevant messages. |
| POSITIONING: |
| the process of differentiating a product, service, or company in a customer's mind to obtain a strategic competitive advantage; the first step in building a brand. |
| POWER LAW: |
| in brand building, the tendency for success to attract more success; a law that explains why the "rich get richer". |
| PRIMACY EFFECT: |
| the observation that first impressions tend to be stronger than later impressions, except for last impressions. |
| PRIVATE LABEL: |
| a store-owned product that competes, often at a lower price, with widely distributed products; a store brand as opposed to a name brand. (Ex. Member's Mark from Sam's, or Bitz from Oxxo) |
| PRODUCT PLACEMENT: |
| a form of paid advertising in which products and trademarks are inserted into non-advertising media such as movies, television programs, music, and public environments. |
| PROMISE: |
| a stated or implied pledge that creates customer expectations and employee responsibilities, such as FedEx's on-time guarantee. |
| PROSUMER: |
| a category of products and services that combines professional-level features with consumer-level usability and price. |
| PROTOTYPE: |
| a model, mockup, or plan used to evaluate or develop a new product, service, environment, communication, or experience. |
| PURE PLAY: |
| a company with a single line of business, a highly focused brand. |
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