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| BRANDING DICTIONARY OF TERMS |
| 5 Cs (OF BRANDING): |
In personal branding, the 5 C's are: Consistency, Creativity, Clarity, Committment, and Consultation.
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| CATCHPHRASE: |
A phrase made familiar by repeated use.
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| CATEGORY: |
In marketing, the market segment in which a product, service, or company competes.
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| CBO: |
| Chief Brand Officer, responsible for integrating the work of the brand community. |
| CDO: |
| Chief Design Officer, responsible for the total design efforts of the company. |
| CHALLENGER BRAND: |
A product, service, or company that competes with one or more stronger competitors in its category.
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| CHANNEL: |
In communications, a conduit for moving a signal from a sender to a receiver.
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| CHARETTE: |
An intensive workshop in which designers and community stakeholders work in collaboration.
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| CHARISMATIC BRAND: |
A brand that inspires a high degree of customer loyalty; also known as a lifestyle brand or passion brand.
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| CLARITY: |
In communication, the quality of being easily perceived or understood.
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| CLICHÉ: |
In communication design, an idea, phrase, or trope that has been overused to the point of losing its original meaning or effect.
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| CLIQUE: |
In social networks, an exclusive group in which every member is closely connected to every other member.
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| CLOUD, THE: |
A catch-all term for information and programs that can be accessed over the Internet.
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| CLUES: |
In problem solving, any facts, data, or personal experiences that can aid in forming a framework for the problem.
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| CLUTTER: |
A disorderly array of elements or messages that impedes understanding.
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| CO-BRAND: |
Two or more separately owned brands linked for mutual benefit.
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| CO-CREATION: |
The collaborative development of a product, service, experience, process, business model, strategy, message, or other outcome.
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| COLLABORATION: |
The process by which people of different disciplines work together to create something they could not create individually; the practice of co-creation.
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| COLLOQUIAL: |
In language, the characteristic of or appropriate to ordinary or familiar conversation rather than formal speech or writing; informal.
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| COLLOQUIAL LANGUAGE: |
Informal verbal forms of expression divided into four general categories: Informal Contractions (Gonna = Going to, Wanna = Want to, Gotcha = Got you); Idiomatic Expressions (Hit the nail on the head, Bite the bullet, Kick the bucket); Regional Informal Phrases (Y'all = You all, Fixin' to = About to); Slang (Sick/Dope = Cool or awesome, Chill = Relax, My bad = My mistake).
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| COLOR PSYCHOLOGY: |
| In brand design, the use of specific colors and color combinations that are scientifically proven to create an emotive reaction — first by creating a purely neurological response which then becomes a neurophysiological cognitive impulse. |
| COMMAND AND CONTROL: |
| a management style relying on clearly defined goals, processes, and measurements; top-down rather than distributed or bottom-up management. |
| COMMODITIZATION: |
The process by which customers come to see products, services, or companies as interchangeable, resulting in the erosion of profit margins; a failure of branding.
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| COMMODITY: |
In economics, goods that have no appreciable differentiation or brand value.
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| COMMUNICATION: |
A message or conversation; the conveyance of information from a sender to a receiver.
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| COMMUNICATION DESIGN: |
A discipline that combines visual design and verbal design to produce identity elements, websites, advertisements, publications, and other vehicles for messaging and content.
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| COMMUNITY: |
A large group of people with common interests or a shared culture.
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| CONCEPT MAP: |
A hierarchical diagram showing the connections among related ideas, functions, or elements.
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| CONCEPTUAL NOISE: |
Cognitive clutter arising from conflicting messages or meanings; a clash of ideas that undermines clarity.
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| CONCERTINA COLLABORATION: |
A method of co-creation in which individuals and teams alternate between working together and working individually.
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| CONFIRMATION BIAS: |
In psychology, the tendency for people to prefer evidence that confirms what they already believe.
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| CONGESTION: |
A negative network effect in which adding more users to a network decreases the value of the network, as in the case of highway traffic.
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| COJOINT ANALYSIS: |
A quantitative research technique for identifying a product’s most important features by asking customers which features they would trade for others.
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| CONSIDERATION SET: |
The range of choices that a customer considers when making a purchase decision; a category.
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| CONTENT: |
In advertising, the editorial or entertainment portion of a medium that attracts an audience.
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| CONTEXTUAL ADVERTISING: |
Online advertising that automatically displays relevant ads based on keywords from the website.
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| CONVERSTION RATE: |
In retailing, the percentage of visitors who end up buying something.
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| COOKIE: |
A small piece of code placed by websites onto the browsers of visitors for the purpose of personalizing, tracking, or managing data.
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| COOPETITION: |
A portmanteau word describing the cooperation of two or more competitors for mutual benefit.
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| COPYRIGHT: |
The exclusive rights granted to the owner or creator of an original work, typically a book, play, motion picture, sound recording, computer program, or trademark.
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| COPYWRITING: |
The discipline of developing verbal content for advertisements and related communications.
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| CORE COMPETENCIES: |
| A set of capabilities (typically two or three) that gives a company a strategic advantage. |
| CORE IDENTITY: |
In marketing, the central, sustainable elements of a brand identity, such as a brand name and trademark.
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| CORE IDEOLOGY: |
In management, a combination of core values and core purpose.
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| CORE PURPOSE: |
The reason a company exists beyond making a profit; a key component of a core ideology.
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| CORE VALUES: |
An enduring set of principles that defines the ethics of a company; a key component of a core ideology.
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| CORPORATE IDENTITY: |
The brand identity of a company, consisting of its key identifiers, such as its brand name, trademark, typography, and colors; a company’s trade dress.
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| CPC: |
Cost per click, or the price that online advertisers pay each time an ad is clicked.
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| CPM: |
Cost per thousand, or the price that advertisers pay for one thousand impressions.
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| CPV: |
Cost per view, or the price that advertisers pay for each video view.
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| CREATIVE BRIEF: |
A document that outlines the parameters of a design project, such as its context, goals, processes, and budgetary constraints.
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| CREATIVE COUNCIL: |
A committee formed to monitor and guide a company’s branding process; sometimes called a brand council.
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| CROWDSOURCING: |
The process of outsourcing tasks to the public or an online community.
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| CTR: |
Click-through rate, or the percentage of people who click an ad or other online link.
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| CULTIVATION: |
In management, the process of embedding shared values and skills throughout an organization.
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| CULTURAL LOCK-IN: |
The inability of an organization to change its mental models, even in the face of clear market threats.
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| CULTURAL WALLPAPER: |
Objects, products, services, and communications that are everywhere yet so common as to be invisible.
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| CULTURE: |
The shared understanding and behavioral norms of a community or population.
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| CULTURE JAMMING: |
| The act of modifying advertisements or brand messages to subvert their original intent; also known as subvertising. |
| CUSTOMER EXPECTATIONS: |
| The anticipated benefits of a brand, whether explicit or implicit, functional or emotional. |
| CUSTOMER GOALS: |
In marketing, the jobs for which customers “hire” a product, service, experience, or organization.
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| CUSTOMER JOURNEY: |
A model or story of how a customer might experience a product, service, or organization over time.
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