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| BRANDING DICTIONARY OF TERMS |
| OBSERVER EFFECT: |
| A tendency in which the presence of the observer changes what is being observed. |
| ONE-ON-ONE INTERVIEW: |
A qualitative research technique in which subjects are interviewed one at a time.
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| ONE-STOP SHOP: |
In the branding, design and advertising disciplines, a firm that offers a full range of services, as opposed to specializing in one category or niche.
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| ONLINE COMMUNITY: |
A community enabled by the Internet, held together more by common interests rather than geographical boundaries. Examples: BlackLivesMatter, EFF (Electronic Frontier Foundation), CommonCause.org and Change.org
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| ONLINESS: |
In brand strategy, a value proposition based on a strongly differentiated benefit.
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| OPINION LEADER: |
A person whose viewpoint exerts an influence over other members of a population or tribe; an influencer. Examples: Seth Godin, Naomi Klein and George Soros.
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| OPT IN: |
An email option that gives companies explicit permission to send bulk emails to users.
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| OPT OUT: |
An email option that lets users unsubscribe or deny permission to be sent bulk emails.
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| ORCHESTRATION: |
The coordination of messaging, brand strategy, positioning, and brand personality across all touchpoints and media.
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| ORGANIC SEARCH RESULTS: |
Listings returned by a search engine based on their relevance to the search terms.
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| OVERDESIGN: |
The suffocation of a concept with too much embellishment or too many features.
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| OVERFOCUSING: |
In business strategy, framing a product line, market position, brand architecture, or feature set too narrowly.
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| OVERTARGETING: |
In marketing, defining a target audience so narrowly that it unnecessarily restricts sales.
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| OXYMORON: |
In language, a figure of speech by which a locution produces an incongruous, seemingly self-contradictory effect, as in "jumbo shrimp", "cruel kindness", "original copy", "passive agressive" and "awfully good".
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