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| BRANDING DICTIONARY OF TERMS |
| WAYFINDING: |
The discipline of designing architectural signage to help people navigate their physical environment.
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| WEAK TIES: |
In social networks, loose connections between the nodes of a network, i.e., a person’s acquaintances and friends of friends.
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| WEB ANALYTICS: |
The method for measuring the key performance indicators of a website.
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| WEB CRAWLER: |
A bot that searches the web automatically to gather information; also known as
a spider.
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| WEB DESIGN: |
The creative discipline of developing and improving websites.
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| WHY-TO-BUY MESSAGE: |
The most compelling reason to buy a product or do business with a company, sometimes stated as a tagline.
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| WI-FI: |
A technology that allows an electronic device such as a smartphone, tablet, or wearable computer to connect to the Internet and exchange date wirelessly using radio waves.
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| WIKI: |
A website that allows users to add, delete, or modify content using HTML to create a collaborative body of information.
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| WIREFRAME: |
In web design, the skeletal framework for a website, including the placement of navigational and interface elements.
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| WORDMARK: |
A trademark represented by a distinctive typeface or lettering style; a logotype.
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| WORD-OF-MOUTH ADVERTISING: |
A form of communication in which people voluntarily promote a product, service, or company, resulting in a brand with a high level of authenticity.
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| WORDMARK: |
| The brand name as represented by a distinctive typeface or lettering style; a logotype. Examples: "AIRBNB, CNN, Coca-Cola, Brooks Brothers, Lord & Taylor & Yoli". |
| WORDSMITH: |
A writer, copywriter, or editor who works with a high level of craftsmanship.
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