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| BRANDING DICTIONARY OF TERMS |
| RADICAL DIFFERENTIATION: |
A positioning strategy that allows a brand to stand out from market clutter.
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| RALLY CRY: |
In business, a slogan used for internal branding purposes, to drive employee behavior toward a goal or mission. Example, as featured in the file "The Secret Life of Walter Mitty" about LIFE Magazine — "To see the world, things dangerous to come to, to see behind walls, to draw closer, to find each other and to feel. That is the purpose of life". - adapted from the mission statement written by the magazine's founder, Henry Luce.
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| RAPID PROTOTYPING: |
A process of producing quick rounds of mockups, models, or concepts in rapid succession, evaluating and reiterating after each round to develop more effective products, services, or experiences.
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| RAZOR AND BLADES: |
In marketing, a type of bait and hook pricing scheme that uses a free or low-cost basic product to lock in future purchases, e.g., inexpensive HP printers and expensive ink cartridges.
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| REACH: |
In marketing, the number of people exposed to an advertising or brand message.
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| REAL-TIME BIDDING: |
An electronic trading system that places a targeted ad on a web page while a person is viewing it.
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| RECENCY EFFECT: |
A cognitive bias in which last impressions tend to be stronger than earlier impressions, including first impressions.
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| REMARKETING: |
In online advertising, the process of advertising to a website’s previous visitors on the pages of other websites.
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| REMARKETING TAG: |
A small piece of code placed on all pages of a website to add visitors to a remarketing list.
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| REPUTATION: |
In branding, the general opinion about a product, service, experience or organization among the members of its audience.
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| RESONANCE: |
The experience of harmony that comes from perceptions, elements, or messages layered into a meaningful whole.
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| RHETORIC: |
The art and study of verbal persuasion.
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| RICH MEDIA: |
A range of motion-based media such as streaming videos, embedded animation, and synchronized slide presentations that enliven web pages or downloadable files.
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| REPUTATION: |
In branding, the general opinion about a product, service, experience or organization among the members of its audience.
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| ROI: |
Return On Investment, or the ratio of money gained or lost relative to the amount of money invested.
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| ROPE OF SCOPE: |
An exercise that employs provocative ideas to test the possibilities for creativity within a brief, project, or brand.
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| RTB: |
A “reason to believe” that companies give to customers to encourage brand loyalty.
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