Post on 27-Jul-2015
Actionable adj
d.
ready to be put into action; an
output that can be acted upon
or that provides specific steps
to be taken
d.
Big Green Door noun
d.
an independent brand consultancy
that combines insight, strategy and
creativity to provide robust brand
strategy for clients
d.
Brand architecture noun
d.
the structural organisation of a
brand’s portfolio in keeping with
the way people buy
Brand asset noun
d.
a unique brand characteristic or
quality that contributes to the value
of the brand and leaves a lasting
impression in the mind of the
consumer
d.
Brand category noun
d.
the classification of similar or
competing products and services
that address the same consumer
need
Brand key noun
d.
the synthesis of a brand’s values,
personality, RTB, essence, benefit
and discriminator, designed to
establish a framework and common
language to help shape strategic
direction
d.
Brand optimisation
noun
d.
a narrowly focused, carefully
positioned brand, crafted to
connect with specific audiences at
the critical points of choice
Brand positioning noun
d.
describes how a brand is different
from its competitors and where, or
how, it sits in a particular market
d.
Brand proposition
noun
d.
a statement that clearly identifies
what a brand has to offer,
articulating the main consumer
benefit and unique selling point
Brand purpose noun
d.
the bigger idea, rooted in consumer
insight, that a brand stands for,
influencing all brand behaviour (both
internally and externally), actions and
communications
d.
Brand strategy noun
d.
an action plan based on an
understanding of a brand’s past, its
current standing and where it wants
to go
Brand stretch noun
d.
the maximum breadth a brand can
credibly cover either within or
across categories
A successful brand will stretch
where they should, not where they
can
d.
Brand vision noun
d.
the higher purpose informing
everything brand-led
Bundle noun
d.
in marketing, an offering of several
outputs that can be used in
conjunction to speak about a brand
or product at launch
d.
Category cartography noun
d.
the rigorous mapping of the
landscape for products and
services
Co-creation verb
d.
an open, collaborative and
inclusive forum between two or
more parties (e.g. BGD / client /
consumers / external agencies)
d.
Concept noun
d.
(1) an idea or invention to help sell or
inspire future innovations and
communications
(2) a form of stimulus material,
comprising visual and/or verbal
representation of an idea for a product
or service used to present this idea to
participants in research
Concept creation noun
d.
the creation of consumer-relevant
concepts to be used to develop a
new product or service, or an
extension or amendment of an
existing one
d.
Consumer immersion noun
d.
a process whereby consumers
are observed in their natural
habitat
Consumer segmentation noun
d.
the division of a broad target
audience into subsets of consumers
who have common needs and
priorities, to inform the design and
implementation of target-specific
strategy
d.
Consumer typology noun
d.
a way of describing groups of
respondents displaying different
clusters of behaviours, attitudes or
views of the world
Deep-dive noun
d.
a research approach that delves
deep into the emotions, attitudes
and behaviours of consumers
DNA workshop noun
d.
a meeting at which the essence of
what a brand can, and should be, is
discussed and developed
d.
Driver noun
d.
(1) at a macro level, a foundational
trend with long-term momentum
operating at a societal level
(2) at a consumer level, what
motivates or sits at the core of a
human behaviour
Embedding
knowledge verb
d.
the process of taking what’s known
and planting it in the mind of your
audience
d.
Empirical research noun
d.
a way of gaining knowledge by
means of direct and
indirect observation, as opposed to
theoretical research which bases
conclusions on existing theories and
hypotheses
Ethnography noun
d.
a qualitative research method
intended to provide a detailed, in-
depth description of everyday life
and behaviours
d.
FMCG noun
d.
Fast Moving Consumer Goods; the
products that you can find in a
supermarket
Framework noun
d.
an organisational tool that
provides the thematic boundaries
against which research findings
can be plotted
d.
Hyper-influencer noun
d.
a group of bright, young, highly
influential, creative minds. Digital
supremos with a built-in
knowledge of what’s next
Hypothesis noun
d.
a supposition or proposed
explanation made on the basis of
limited evidence used as a starting
point for further investigation
d.
Ideation noun
d.
the creative process of generating,
developing and communicating
new ideas
Innovation noun
d.
the process of translating an
idea into a product or service
that is relevant to the consumer
and creates value for the brand
d.
Insight noun
d.
(1) the illumination of an issue or
problem, providing new knowledge or
understanding that makes the way
forward clear
(2) a statement written in the first
person, referencing a consumer’s
unmet need / tension, underlying
motivation, barrier(s) and the
opportunity to deliver on it
d.
Knowledge
distillation noun
d.
the process of boiling down large
quantities of information into
smaller bite-size pieces while
retaining its essence
Landscape noun
d.
a tool used to identify and
understand current brand or
product attributes, where they sit in
consumers’ minds and where they
fit alongside competitors
Mapping verb
d.
(1) the exercise of plotting brands or
products onto existing frameworks to
illustrate the needs that they meet in
consumers’ minds while illuminating
potential areas of opportunity
(2) a technique used in consumer
research to gain insight into how
consumers understand a category
d.
Macro trend noun
d.
a large-scale, sustained shift in
consumer behaviour affected by
current societal, political and
environmental factors
Platform noun
d.
the creative articulation of an
insight which captures a particular
consumer trait, need or desire and
represents a potential route for the
brand’s growth
d.
Portfolio
management noun
d.
the process of defining and
organising the role played by each
brand to maximise the return
Qualitative research
noun
d.
a discussion-led investigation used
to provide insight into consumers’
attitudes, behaviours, underlying
motivations and unmet needs
d.
Quantitative
research noun
d.
a data-led investigative method
used to provide a measure of what
people think from a statistical and
numerical point of view
Retail strategy noun
d.
a marketing plan detailing how best
to offer products or
services to consumers and
influence their purchases
d.
Self-ethnography noun
d.
a method of research focused on
consumers’ subjective experience,
used to unearth everyday
behaviours
Semiotics noun
d.
an approach to cultural analysis
derived from structural linguistics,
involving the study of sign systems
and how meaning is made within a
culture
d.
Stakeholder noun
d.
anyone with an interest or
involvement in the business of a
client organisation
Strategic hook noun
d.
an underlying thought or idea with
the potential to grab and hold
consumers’ attention
A truly captivating idea must address
a current tension or ideal and be
relevant to the consumer
Stimulus material noun
d.
material of a visual, verbal and/or
auditory nature used to communicate
certain ideas to enable them to be
researched, or to stimulate discussion
of relevant topics
d.
Strategic
recommendation noun
d.
a set of guidelines informing a brand
on how best to address a current issue
or potential opportunity, taking into
account the brand’s core values,
current and future positioning and
brand stretch
d.
Taste psychology noun
d.
a method of research adding a new
depth to the study of consumers’
relationship with food
Tension noun
d.
a pressure felt by consumers when
faced with conflicting demands,
wants or needs, forcing them to
make uncomfortable trade-offs
d.
Territory noun
d.
a distillation of a large volume of
information into a concise
representation of emotional themes,
barriers, motivations and triggers