A
A/B Testing
A method for comparing two solutions by dividing users into two groups.
Advertising
Paid communications aimed at persuading audiences.
Advertorials
Print ads designed to mimic editorial content.
Affiliate Marketing
Marketing where affiliates earn rewards for driving customers.
Archetype
A model of personality or behavior used in marketing and storytelling.
Audience
The group targeted by a product, service, or message.
B
Bounce Rate
The percentage of visitors who leave a website after viewing only one page.
Brand Archetypes
Inspired by Carl Jung's theory of archetypes, they provide a framework for brands to connect deeply with their audience through...
Brand Architecture
The strategic framework that organizes a brand’s portfolio, defining relationships between the parent brand, sub-brands, and extensions.
Brand Core Values
Brand Core Values are the fundamental principles that define what your brand stands for and guide how it operates.
Brand Essence
Brand Essence is the soul of your brand, the intangible core that defines what you stand for and what sets...
Brand Guidelines
Brand Guidelines are the cornerstone of a consistent and cohesive brand identity. They act as a "playbook" that ensures everyone...
Brand Mission
A Brand Mission is the driving force behind what your brand does every day. It is a clear and concise...
Brand Positioning
The process of establishing a unique, recognizable, and meaningful space for a brand in the minds of its target audience.
Brand Vision
A Brand Vision, often referred to as a brand’s purpose, is the aspirational statement that defines the long-term impact your...
Branded House
A cohesive brand architecture strategy where a single, dominant brand identity extends across all products, services, and offerings.
C
Call-to-Action (CTA)
A prompt in marketing encouraging the audience to take a specific action.
Campaign
A carefully orchestrated series of creative and strategic initiatives designed to captivate audiences, amplify a brand's message, and achieve a...
Caregiver Archetype
The Caregiver Archetype embodies compassion, nurturing, and protection. They appeal to brands who value service, generosity, and making others feel...
Channel
A dynamic conduit through which a brand's voice, visuals, and values resonate with its audience.
Corporate Identity
The visual and emotional signature of a company, embodying its essence, values, and vision.
Creative Brief
A strategic blueprint that bridges brand ambition and creative execution.
Creator Archetype
The Creator Archetype thrives on imagination, innovation, and the desire to build something meaningful and lasting.
Customer Journey
The orchestrated experience a customer embarks on, from initial awareness to becoming a loyal advocate.
D
Data Visualization
A powerful tool for transforming raw information into compelling, visually engaging stories.
Differentiation
The art of standing out in a crowded marketplace by authentically showcasing what makes a brand unique.
Digital Branding
The process of crafting and maintaining a brand's identity, values, and presence across digital platforms.
Digital Marketing
A strategic approach to connecting with audiences in the digital realm through targeted campaigns, engaging content, and precise analytics.
Dynamic Content
Content that adapts in real time based on user behavior, preferences, or data inputs, creating a personalized and engaging experience.
E
Earned Media
The authentic recognition a brand earns through its value, reputation, and storytelling, without direct payment or promotion.
Endorsed Brand
A brand architecture where sub-brands operate as their own, but are supported by the credibility and reputation of a parent...
Endorser Brand
A supportive brand that lends its credibility, recognition, and values to enhance the appeal of a sub-brand or co-brand.
Evangelist
A fervent advocate who embodies a brand’s essence and passionately shares its story.
Everyman Archetype
The Everyman Archetype, also known as the "Regular Guy/Gal," represents relatability, authenticity, and inclusiveness.
Explorer Archetype
The Explorer Archetype embodies a sense of freedom, discovery, and adventure.
Extension
The strategic use of a brand’s established identity, equity, and reputation to introduce new products or services in related or...
F
First Mover
A trailblazing brand that seizes the opportunity to define a category, introduce innovation, and establish market leadership before competitors.
G
Global Brand
A brand that transcends borders, resonating with diverse cultures while maintaining a cohesive identity.
Globalization
The dynamic process of expanding markets, connecting cultures, and integrating economies on a global scale.
Graphic Design
The art of visual storytelling that transforms ideas into compelling, unforgettable imagery.
Guerrilla Marketing
A bold, unconventional approach to capturing attention and creating buzz with minimal resources.
H
Headline
The most important copy on a page, which quickly draws the reader in to read more.
Hero Archetype
The Hero Archetype is driven by courage, determination, and the desire to overcome challenges to make the world a better...
Hero Brand
A brand that embodies leadership, courage, and inspiration, taking center stage in its market or category.
House of Brands
A brand architecture strategy where a parent company nurtures a portfolio of distinct, independent brands.
Hybrid House
A Hybrid House of Brands is versatile brand architecture that blends elements of a Branded House and a House of Brands,
I
Innocent Archetype
The Innocent Archetype is rooted in purity, optimism, and a desire for simplicity and happiness. They appeal to those brands...
J
Jester Archetype
The Jester Archetype is playful, entertaining, and lighthearted, bringing joy and humor to everyday life.
L
Lover Archetype
The Lover Archetype embodies passion, beauty, and connection. It focuses on creating meaningful and intimate experiences, appealing to the senses...
M
Magician Archetype
The Magician Archetype embodies transformation, innovation, and the ability to turn dreams into reality. They appeal to those who value...
Maven
A trusted expert and informed connector who leverages deep knowledge of a brand or industry to educate and guide others.
Monolithic Architecture
A type of brand architecture. See: Branded House
O
Outlaw Archetype
The Outlaw archetype embodies rebellion, nonconformity, and a drive for revolution.
Owned Media
The channels and assets a brand fully controls, such as websites, blogs, social media profiles, and email lists.
P
Paid Media
Strategically crafted brand messaging delivered through paid channels to reach and engage targeted audiences.
R
Rular Archetype
The Ruler Archetype represents control, order, and responsibility. They thrive on stability, authority, and leadership, positioning itself as a trusted...
S
Sage Archetype
The Sage Archetype is centered around the pursuit of truth, wisdom, and knowledge. They appeal to individuals who value learning,...
