BRANDING DICTIONARY OF TERMS

TABLET:

In computing, a slate-like mobile device or e-reader that has a touchscreen instead of a physical keyboard or mouse.

TACTICS:

Actions taken to support a strategy.

TAG:

In software programming, metadata attached to a piece of information.

TAGLINE:

A sentence, phrase, or word used to summarize a market position in advertising — such as McDonald´s "I'm Lovin' It"; BMW's "Sheer Driving Pleasure"; Mini's "Let's motor" and Taco Bell's "Think outside the bun" (In the USA) — or Bancomer's - "Adelante"; Oxxo´s "Siempre cerca, Siempre Contigo", and Banorte's "Diseñamos soluciones para la vida" (México).

TARGET MARKET:

A group of customers a company would like to serve.

TASK FORCE:

A team chosen to work on a specific problem or well-defined challenge.

TEAM DYNAMICS:

The psychological factors that influence collaboration, including trust, fear, respect, and organizational culture.

TELEGENIC:

Particularly attractive or appealing in the medium of video.

TEXTING:

Text messaging, or sending brief electronic messages between mobile devices.

THOUGHT LEADER:

A person or organization whose ideas exert an influence over others, especially through publishing or public appearances. Examples include Steve Jobs and Apple; Bill Gates and Microsoft, and Jensen Huang and Nvidia.

TIES:

In social networks, the connections or links between nodes.

TIGER TEAM:

A group of specialists tasked with finding and correcting a systemic problem, sometimes by playing the role of attacker or competitor.

TIPPING POINT:

A leverage point in the evolution of a market or society where a small effort can yield a surprisingly large result, not unlike "the straw that breaks the camel's back"; sometimes referred to as "critical mass".

TOUCHPOINT:

Any place where people encounter a brand, including product use, packaging, advertising, websites, movies, store environments, company employees, and conversation.

TRADE DRESS:

Colors, shapes, typefaces, page treatments, and other visual cues that create a brand identity.

TRADEMARK:

A brand name and symbol or other visual expression that indicates a source of goods or services and prevents confusion in the marketplace.

TREND:

A behavior that spreads through a population slowly (as opposed to a fad), based on underlying shifts in demographics, economics, or ideology.

TRENDSETTER:

A person whose choices in fashion, politics, art, and other fields inspire followship.

TRIBAL BRAND:

A brand with a loyal or even cult-like following, such as Harley-Davidson, Whole Foods, or Star Trek (In the USA); or Moderato, Mana, Sanborn's, Señor Frog's or Squalo (In México).

TRIBE:

A community that professes similar values, views, and interests. (*Read "Tribes" written by Seth Godin).

TROMPE L’OEIL:

In the visual arts, an optical illusion that “fools the eye” by causing a two-dimensional surface to look like a three-dimensional one. (*reference Skeuomorph)

TRP:

Target Rating Points, a measurement of advertising impressions relative to a specific target audience, expressed as the product of average frequency multiplied by reach within the target.

T-SHAPED PERSON:

A person who combines deep disciplinary skills with broad interdisciplinary skills
or transdisciplinary skills, thereby enabling effective collaboration.

TURFISMO:

The tendency of managers to protect their autonomy at the expense of collaboration.

TWEET:

An outdated term since Elon Musk bought Twitter and rebranded it, naming it "X"— A message of 150 characters or less sent to followers on Twitter.

TWITTER SUMMARY:

A tweet, 150-length recap of an idea, article, book, movie, or other work.

TV-INDUSTRIAL COMPLEX:

The dominant system for launching and sustaining national brands during the last half of the 20th century, now weakened by the spread of new media and tribal brands.

TYPEFACE:

A specific style or brand of typographic lettering, such as Times Roman or Helvetica, identifiable by its distinctive shapes; a set of digitized characters sold as a font.

TYPOGRAPHY:

The art of using typefaces to communicate messages, stories, or ideas in print or on screen. (*See David Carson's website, who many consider a master in typographic design).

BRANDING DEFINED