Glossary

Creative Strategy
The first phase of a brand project . It is called a Creative Strategy as it looks beyond the financials, holistically at the capabilities of the company and the brands marketing needs.

Thoughtstarter
The Thoughtstarter is the first presentation of the Creative Strategy that encompasses all the points within the brief into a visual and proposition based narrative.

Brand Governance
The everyday process of controlling the brand narrative both in the marketing team and product development.
Brand narrative
A brand narrative is an all encompassing strategic message that catalyses all the capabilities of a company into a long term proposition to its customers.
Brand-up
A brand-up is my own word for when an existing company rebrands itself to a new name
Corp-up
A start-up funded by a larger corporate company
Start-up
A new company funded by investors
Actionable opportunity
In this content driven age, every message must create an actionable opportunity. It must offer a trigger, a memory, a reminder to take action.
Predictive data analysis can identify actionable opportunities based on consumer behaviour history.
New normal
The new normal is the generic term given to the the state that society and the economy will be after the period of enforced lockdown.
Socials
Socials is the collective name for any social media post or online post.

Revenge Spending
Customer behaviour after lockdown in buying excessively as a relief to being unable to shop.
Above the fold
Above the fold is the area of a website seen on a typical laptop. Everything below the fold means the user needs to scroll to see the content.

Digital first
Digital first is a business strategy that uses all the potential of online connectivity to build a business offer - from product to marketing to distribution.

Should you have another word that needs explaining please let me know →