Brand Dictionary: “B” (part 1)
Here’s the second part of our on-going series sharing some brand-related definitions from The Dictionary of Brand. This is part one of the letter “B.” The second half will be up later this week.
BACK STORY
The story behind a brand, such as it’s origin, the meaning of its name, or the underpinnings of its authenticity or charisma.
BENEFIT
A perceived advantage derived from a product, service, feature, or attribute.
BHAG
A “Big, Hairy, Audacious Goal” designed to focus an organization. (from Built to Last, Jim Collins and Jerry Porras)
BOTTOM-UP MARKETING
Customer-driven marketing, as opposed to top-down or management-driven marketing. (from Bottom-Up Marketing, Al Ries and Jack Trout)
BRAND
A person’s perception of a product, service, experience or organization; the art and science of brand building.
BRAND AGENCY
A strategic firm that provides or manages a variety of brand-building services across a range of media.
BRAND ALIGNMENT
The practice of linking brand strategy to customer touch points.
BRAND AMBASSADOR
Anyone who promotes the brand through interactions with customers, prospects, partners, or the media; ideally, every company employee.
BRAND ARCHITECTURE
A hierarchy of related brands, often beginning with a master brand, describing its relationship to sub-brands and co-brands; a brand family tree.
All definitions taken from The Dictionary of Brand, edited by Marty Neumeier, published by AIGA
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