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| BRANDING DICTIONARY OF TERMS |
| FAD: |
A behavior that spreads quickly in a population or tribe, dying out almost as quickly as the novelty wears.
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FASHION: |
A prevailing mode of expression.
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| FAST-FAILING: |
A process of learning quickly by designing and testing an iterative series of prototypes.
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| FAST-FOLLOWER: |
A company that quickly copies the practices, products, or business models of successful competitors.
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| FAVICON: |
A 16x16-pixel icon used to identify a brand in a browser address bar.
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| FEATURE: |
| Any element of a product, service, or experience designed to deliver a benefit. |
| FEATURE CREEP: |
The incremental addition of nonessential features to a product, service, or experience during its development or over its lifetime.
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| FEATURITIS: |
The urge to one-up the competition with extra features.
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| FIELD TEST: |
A qualitative research method used to assess a new product, package, concept, or message outside a lab or facility.
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| FIFTH DISCIPLINE: |
| The organizational discipline of systems thinking, used to integrate four other disciplines: personal mastery, mental models, shared vision, and team learning. |
| FIRST MOVER: |
The first company to occupy a given category, which often confers a competitive advantage. Examples: Coca-Cola, FedEx, Ford Motor Company, Kodak, Xerox, Wikipedia, and Telex.
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| FLASH SALE: |
A members-only sales event that allows online retailers to reduce excess or dated merchandise.
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| FOCUS GROUP: |
A qualitative research method in which several people are invited to a research facility to discuss a given subject; a type of research designed to focus later research.
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| FOCUSING: |
The process of bringing attention to a single element; a strategic tool for bringing resources to bear on a single leverage point.
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| FOLLOWER HUB: |
In a social network, a person who is well connected but is slow to embrace new ideas.
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| FOLLOWSHIP: |
| The art of building on collaborators' ideas; the opposite of NIH syndrome. |
| FONT: |
In typography, a complete assortment of characters in a single typeface.
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| FORGIVENESS: |
In experience design, the ability of a product or service to anticipate, prevent, or correct the mistakes of users.
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| FORMAT |
The particular arrangement of information in a book, magazine, program, computer file, or event.
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| FOUR Ps, THE: |
Four key factors often found in a marketing mix, originally conceived as Price, Product, Promotion, and Place, and later expanded to include other factors.
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| FRAMEWORK: |
The conceptual structure of a problem, an investigation, or a discussion, used as a basis for further analysis.
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| FORGIVENESS: |
In experience design, the ability of a product or service to anticipate, prevent, or correct the mistakes of users.
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| FRANKENBRAND: |
A brand with poor internal or external alignment; a brand with mismatched features or extensions.
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| FREEMIUM: |
A pricing model that combines free basic services with paid premium services.
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| FREQUENCY: |
The number of times a viewer is exposed to an advertisement.
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| FUNCTIONAL BENEFITS: |
The value derived from what a product or service does for a customer.
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| FUTURECASTING: |
In experience design, the ability of a product or service to anticipate, prevent, or correct the mistakes of users.
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| FUTURIST: |
In science and technology, a futurist is a person whose occupation or specialty is the forecasting of future events, conditions, or developments. Also referred to a futurologist. A follower of futurism, especially an artist or writer.
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| FUZZY FRONT END: |
In science and technology, a futurist is a person whose occupation or specialty is the forecasting of future events, conditions, or developments. Also referred to a futurologist. A follower of futurism, especially an artist or writer.
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