 |
| BRANDING DICTIONARY OF TERMS |
| EARCON: |
| An auditory symbol used as a brand identifier, such as United Airlines' use of Gershwin's "Rhapsody in Blue" as a brand expression; an aural icon. |
| EARLY ADOPTER: |
An early proponent of a product, service, technology, behavior, or style; a lighthouse customer.
|
| EARNED MEDIA: |
Positive news coverage of newsworthy achievements, as opposed to paid media such as advertising.
|
| E-COMMERCE: |
Electronic commerce, a business model in which transactions are conducted over the Internet.
|
| ECONOMIC RENTS: |
Prices in excess of what the market would normally pay, sometimes made possible by strong brand loyalty.
|
| 80-20 RULE: |
An axiom stating that 80% of the effects often come from 20% of the causes; e.g., 80% of a company’s revenues can come from 20% of its customers.
|
| ELEVATOR PITCH: |
An expression of a company’s value proposition that is brief enough to convey during an elevator ride.
|
| EMERGENT ATTRIBUTE: |
| A feature, benefit, quality, or experience that arises from the brands, as opposed to the core product or service; an example is the friendliness of Google. |
| EMOTIONAL BENEFITS: |
The value derived from how a product or service makes a customer feel.
|
| ENDORSER BRAND: |
A brand that promises satisfaction on behalf of a subbrand or co-brand, usually in a secondary position to the brand being endorsed.
|
| ENGAGEMENT: |
In online marketing, any action by a user that creates or deepens a customer relationship, such as clicking, bookmarking, liking, subscribing, or buying.
|
| ENGAGEMENT PYRAMID: |
A new marketing model that addresses the most important audiences first, and gathers insights from those audiences to improve results for the entire marketing plan.
|
ENSHITTIFICATION: |
The process of digital platforms degrading over time, first by making them the product better for users, then by making it worse for users to benefit customers, and finally by making it worse for both users and businesses to extract value for shareholders. Phrase coined by author and activist Cory Doctorow, a 25-year contributor/employee of the EFF (Electronic Frontier Foundation). Also known as crapification and platform decay, is a pattern in which two-sided online products and services decline in quality over time.
|
ENVIRONMENTAL DESIGN: |
Various creative disciplines for developing the built environment, including architecture, urban planning, interior design, and wayfinding.
|
| ENVISIONED FUTURE: |
| A 10- to 30-year BHAG with vivid descriptions of what it will be like to reach the goal. |
| E-READER: |
A tablet or app for reading digital books and documents.
|
| ETHNOGRAPHY: |
In anthropology, the study of people in their natural settings; in business, a qualitative research technique for discovering needs and desires that can be met through innovation.
|
| ETHNOGRAPHY: |
In anthropology, the study of people in their natural settings; in business, a qualitative research technique for discovering needs and desires that can be met through innovation.
|
| ETYMOLOGIST: |
In linguistics, a person who studies etymology, typically a PhD in linguistics and often times a writer and University level professor. |
| ETYMOLOGY: |
In linguistics, the study of the origin and history of words, or the history of a specific word. A strategy often used by verbal brand naming experts.
|
| EVANGELIST: |
In marketing, a brand advocate, whether internal or external, paid or unpaid. Often called brand evangelists, these individuals have such strong feelings and deep emotional connections for a brand — much like a cult following. In the hierarchy of brand advocates, brand evangelists are above both brand loyalists and brand ethusiasts, respectively.
Examples include: Apple, BMW, Harley-Davidson, Ikea, Nike, Starbucks and Vans.
|
| EXPERIENCE DESIGN: |
The discipline of creating user experiences rather than products and services, with
a strong application in interactive media.
|
| EXTENDED IDENTITY: |
The elements that extend the core identity of a company or brand, organized into groupings such as brand personality, earcons, favicons, symbols, positioning taglines and/or slogans.
|
| EXTENSION: |
In marketing, a new product or service that leverages the brand equity of a related product or service.
|
| EXTREME USER: |
A user who pushes a product past its envisioned limits.
|
| EXTROVERT: |
In psychology, a personality type characterized as being outgoing, friendly, gregarious who thrives in dynamic environments and seeks to maximize social engagement — collaborators who work very well in teams. Popularized by Austrian Philosopher Carl Jung in the early 1900's.
|
|
 |
|
