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| BRANDING DICTIONARY OF TERMS |
| ICON: |
| The visual symbol of a brand, usually based on a differentiated market position; a trademark. Examples: British Petroleum´s "Flower", McDonalds' "Golden Arches", Mindcandy's "Circle M", Nike's "Swoosh", Twitter's "Bird" or Whataburger's "W". |
| IDIOM: |
| In linguistics, a construction or expression whose meaning is often not predictable from the original meaning when used out of context. For example, "Hit a home run during the sales meeting" can be confusing when not used in the context of baseball. Sometimes misunderstood, and frequently confusing to those who are unfamiliar with a different dialects, cultures or languages; A language, dialect or style of speaking peculiar to a people. |
| IDIOMATIC EXPRESSON - BRAND NAMES: |
In verbal brand naming, the strategy of creating or modifying widely used and commonly understood idioms and/or phrases to create a powerful, clever, meaningful, and memorable brand names.
"It's Just Lunch" is a wildly successful dating service for busy professionals founded in Chicago in 1991, by Andrea McGinty — dating coach, author and businesswoman. The brand name was created by modifying the ubiquitous idiom... "It's Just Business".
"Tutto Bene", is an Italian Restaurant in Houston. (Tutto Bene) means "Everything is Good" in English and "Todo Bien" in Spanish.
"Happy Camper's" is an awesome brand name for "feel-good", all-natural dietary supplements, with and equally cool logotype and brand packaging design.
"Holy Cow" is a burger-joint in Albuquerque that serves fresh, grass-fed beef-hamburgers.
"The Salt Lick" is a phenomenal brand name. It is one of the most beloved and famous BBQ restaurants in Austin, Texas.
"The Bitter End" was one of the first microbreweries and restaurant located in Austin, Texas that opened in the early 1990's.
"Thank God It's Friday", later rebranded and renamed, simply, (TGIF). It was wildly popular from 1980 until the 2020 COVID global pandemic shut them down.
"Cheesus Crust", was the brand name of a fictional restaurant in Boston in the 1997, double-oscar film "Good Will Hunting", written and directed by Matt Damon and Ben Affleck (both playing staring roles), along with the unforgettable Robin Williams. Criticized for having such a controversial and blasphemous name, Cheesus Crust served cross-shaped, cheese-stuffed pizzas. The name became so popular that there are now many restaurants around the world using the same brand name.
"The Hole You're Inn", a pun of the name "The Whole Year Inn" was the fictional name of the motel in Las Vegas where
Nicholas Cage's character checked-in to drink himself to death in the 1995 movie titled "Leaving Las Vegas."
"Payday", the peanut-covered, nougat-like caramel candy bar, created in 1932 by Italian-American entrepreneur is an example of how a commonly used word that conjours feelings of happiness and joy, can be wildly successful as a brand name. Reportedly, it was named because it was first produced on the factory payday. Purchased by Hershey's in 1996, Payday has enjoyed 90 years of success!
"Poor, Dumb Bastards" was an unforgettable name of a rock-n-roll band in Austin, Texas.
"PuppyLove" is a brand name that I created for Veterinaria África's Dog Grooming Salon in Acapulco, México - as a way to leverage their brand equity.
"BangGang" is another brand name I created for a Pyrotechnics company located in Hollywood, California.
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| IKEA EFFECT: |
A cognitive bias in which people tend to value things that they made themselves over things that others have made.
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| IMPRESSION: |
In online media, a single instance in which an ad is displayed.
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| IMT: |
An integrated marketing team comprising various specialist firms working in collaboration to build a brand; a metateam or virtual agency.
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| INCREMENTAL INNOVATION: |
A modest improvement to a product, service, or business that produces a short-term competitive advantage.
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| INDUSTRIAL DESIGN: |
A creative discipline that optimizes the form and function of products and systems for the mutual benefit of the user and manufacturer.
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| INFALLIBILITY: |
In business, a sort of narcissitic attitude by CEOs and upper management that they can stray from their brand promise, core ethics and product offerings that very often lead to damaging a brand's reputation and a loss of brand equity. Example. Elon Musk's participation in US Politics and the damage done to the Tesla brand.
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| INFLUENCER: |
A person with the power to sway members of a group, especially through social media.
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| INFORMATION ARCHITECT: |
A person who designs complex information systems to make them easy to navigate.
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| INFORMATION HIERARCHY: |
| The order of importance of the elements in a brand message. |
| INFORMATION OVERLOAD: |
The psychological result of trying to pay attention to too many stimuli at once.
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| INGREDIENT BRAND: |
A brand used as a feature for another brand, such as an Intel chip in an HP computer.
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| INNOVATION: |
A design outcome that changes a company, industry, or society; the process of innovating.
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| INNOVATION FUNNEL: |
A continuous process for winnowing potential innovations to those most likely to succeed.
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| INNOVATION GAP: |
A disconnect between what customers want and what companies are able to provide.
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| INNOVATIVE HUB: |
In a social network, a person who is well connected and quickly embraces new ideas.
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| INTEGRATED MARKETING: |
A collaborative method for developing consistent branding across disciplines, audiences, media, and touchpoints.
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| INTELLECTUAL PROPERTY: |
| Intangible assets protected by patents and copyrights; the legal discipline that specializes in the protection of brand assets, including brand names, trademarks, colors, shapes, sounds, and smells. |
| INTERACTION DESIGN: |
The discipline of creating meaningful relationships between people and the products, services, or technologies they use.
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| INTERFACE DESIGN: |
The discipline of creating user controls for machines and electronic devices to optimize the experience of using them.
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| INTERNAL BRANDING: |
The process of spreading brand knowledge and brand skills throughout an organization by use of a shared vision, storytelling, training, and creative councils; also known as cultivation.
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| INTROVERT: |
In psychology, a personality type characterized as beomg concerned primarily with their own thoughts and feelings. Often seen as quiet or shy, they typically limit social engagement, thrive in calm environments and prefer solitude. Highly creative, they enjoy abstract thinking and are generally autonmous and self-motivated. Popularized by Austrian Philosopher Carl Jung in the early 1900's.
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| ITERATIVE DESIGN: |
A process of using successive approximations to work through a problem or project.
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