Product Advisory Council (PAC) is a group of customers, industry experts, and stakeholders who provide feedback and guidance on a company's product strategy and development. Essential for aligning products with market needs and driving innovation.
The tendency of consumers to continuously purchase the same brand's products over time. Essential for driving repeat business and ensuring long-term brand success.
The narrative that communicates the history, mission, and values of a brand, creating an emotional connection with the audience. Essential for building a compelling brand identity and fostering customer loyalty.
The commitment a brand makes to its customers about the quality and experience they can expect. Essential for building trust and setting customer expectations.
The process of predicting future customer demand using historical data and other information. Crucial for optimizing inventory levels, production schedules, and supply chain management.
A psychological phenomenon where repeated exposure to a stimulus leads to an increased preference for it. Useful for designing marketing and user engagement strategies that increase familiarity and preference.
A psychological phenomenon where individuals are perceived as more likable if they make a mistake, provided they are generally competent. Important for understanding human perception and leveraging relatability in marketing and leadership.
Build-Measure-Learn (BML) is a feedback loop used in Lean Startup methodology where a product is built, its performance is measured, and learnings are used to make improvements. Essential for iterating quickly and efficiently to create products that better meet user needs and market demands.
Cost Per Thousand (CPM) is a metric used in advertising to denote the cost of 1,000 impressions or views of an advertisement. This metric is crucial for measuring and optimizing advertising spend and reach.
A brand architecture strategy where all products share a common brand name and identity. Essential for creating a cohesive brand image and leveraging brand equity across products.
The study of psychology as it relates to the economic decision-making processes of individuals and institutions. Essential for understanding and influencing user decision-making and behavior in economic contexts.
A psychological phenomenon where people do something primarily because others are doing it. Important for understanding social influences on user behavior and trends.
The visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Crucial for creating a recognizable and cohesive brand presence that resonates with target audiences.
A pricing strategy that offers a middle option with substantial value at a moderate price, often perceived as the best deal by users. Useful for driving sales by presenting a balanced choice that appears more attractive relative to higher and lower-priced options.
Products manufactured by one company for sale under another company's brand name. Important for retailers to offer exclusive products and build customer loyalty.
The characteristics and qualities that define a brand and distinguish it from competitors. Essential for creating a unique brand identity and guiding brand communications.
The structure of brands within an organization, defining the relationships between parent brands, sub-brands, and other brand entities. Crucial for organizing brand portfolios and ensuring cohesive brand management.
The core principles and beliefs that guide a brand's actions and decisions. Crucial for aligning brand activities with its mission and creating a strong, authentic brand identity.
A cognitive bias where people prefer a greater variety of options when making simultaneous choices compared to sequential choices. Important for designers to consider user preferences for variety when designing choice architectures and product offerings.
A concept in behavioral economics that describes how future benefits are perceived as less valuable than immediate ones. Important for understanding user preferences and designing experiences that account for time-based value perceptions.
A cognitive bias where consumers change their preference between two options when presented with a third, less attractive option. Useful for designers to create choice architectures that effectively influence user decisions.
Actions, messages, or visuals that do not align with the established brand identity and values. Important for identifying and correcting deviations from brand standards.
A set of rules and standards that define how a brand should be represented across all media and platforms. Crucial for ensuring brand consistency and maintaining brand integrity.
Moment of Truth (MoT) refers to any instance where a customer interacts with a brand, product, or service in a way that leaves a significant impression. Crucial for identifying key touchpoints in the customer journey and optimizing them to enhance overall user experience and brand perception.
A medium through which a product or service is delivered to a customer, including physical and digital channels. Crucial for understanding how products and services reach end users.
The value a brand adds to a product or service beyond the functional benefits, encompassing factors like brand awareness, perceived quality, and customer loyalty. Crucial for understanding the long-term value of a brand and its impact on business success.
A cognitive bias where people give greater weight to outcomes that are certain compared to those that are merely probable. Important for designers to consider how users weigh certain outcomes more heavily in their decision-making.
The established set of core values, stories, and attributes that define a brand's identity and guide its communications. Essential for maintaining brand consistency and authenticity.
The visual, auditory, and other sensory elements that represent a brand, such as logos, colors, and jingles. Crucial for creating a consistent and recognizable brand presence.
The use of universal character types and personalities to define and communicate a brand's identity. Important for creating a relatable and memorable brand personality.
The experience of noticing something for the first time and then frequently encountering it shortly after, also known as frequency illusion. Important for understanding user perception and cognitive biases in information processing.
A long-term plan for the development and management of a brand to achieve specific goals. Essential for guiding brand development and ensuring alignment with business objectives.
The cognitive bias where people treat a set of items as more significant when they are perceived as a cohesive group. Important for understanding user perception and decision-making.
Guidelines that dictate how a brand should be presented across various media to ensure consistency. Crucial for maintaining brand integrity and ensuring uniformity in brand communications.
A unique element or feature that consistently represents a brand, such as a specific font, color, or sound. Important for creating a recognizable and distinct brand presence.
The process of developing and maintaining a brand to ensure it meets business goals and customer expectations. Crucial for sustaining brand equity and achieving long-term success.
A strategy where an additional, less attractive option is introduced to make other pricing options look more appealing, often steering customers towards a particular choice. Important for guiding user decisions and increasing the perceived value of targeted pricing tiers.
A cognitive bias where people judge the likelihood of an event based on the size of its category rather than its actual probability. Crucial for designers to understand how category size influences user perception and decision-making processes.
A pricing strategy where a core product is sold at a low price, but complementary products are sold at higher prices. Useful for designing pricing strategies that maximize revenue from complementary products.
A behavioral economic theory that describes how people choose between probabilistic alternatives that involve risk, where the probabilities of outcomes are known. Crucial for understanding decision-making under risk and designing systems that align with user behavior.
A cognitive bias where people ascribe more value to things merely because they own them. Useful for understanding user attachment and designing persuasive experiences.
A symbol, logo, or trademark used to identify a brand. Essential for establishing brand identity and ensuring recognition.
Actions, messages, or visuals that are consistent with the established brand identity and values. Essential for maintaining brand integrity and ensuring all communications align with brand standards.
The tendency to attribute positive qualities to one's own choices and downplay the negatives, enhancing post-decision satisfaction. Useful for understanding user satisfaction and designing experiences that reinforce positive decision outcomes.
A principle often used in behavioral economics that suggests people evaluate options based on relative comparisons rather than absolute values. Important for understanding decision-making and designing choices that highlight beneficial comparisons.
Any interaction or communication between a brand and its audience. Important for managing and optimizing all points of contact to ensure a positive brand experience.
Newly developing patterns or shifts in technology, behavior, or design that have the potential to influence future practices and strategies. Important for staying ahead of the curve and adapting to changes in the industry.
A cognitive bias where people prefer the option that seems to eliminate risk entirely, even if another option offers a greater overall benefit. Important for understanding decision-making and designing risk communication for users.
An abbreviation formed from the initial letters of a brand's name, used as a logo or branding element. Important for creating a simplified and recognizable brand identity.
The visual elements of a brand, such as color, design, and logo, that communicate the brand to consumers. Crucial for creating a consistent and recognizable brand presence.
A symbol, word, or words legally registered or established by use as representing a company or product. Crucial for protecting brand identity and ensuring legal rights to brand elements.
A psychological phenomenon where people develop a preference for things simply because they are familiar with them. Crucial for designing user experiences that leverage familiarity to increase user comfort and satisfaction.
A document that outlines the guidelines for how a brand should be presented, including visual identity, messaging, and tone. Essential for maintaining brand consistency and integrity.
A behavioral economics concept where people categorize and treat money differently depending on its source or intended use. Crucial for understanding financial behavior and designing systems that align with users' mental accounting practices.
The tendency for individuals to mimic the actions of a larger group, often leading to conformity and groupthink. Crucial for understanding social influence and designing experiences that consider group dynamics.
The strategic promotion, placement, and persuasive presentation of digital products or services within an online platform to maximize sales, engagement, and user satisfaction. Important for optimizing the visibility, appeal, and persuasive impact of digital offerings, enhancing user experience, and driving conversions in online environments.
The distinct personality and style of a brand as expressed through its communication channels. Essential for creating a consistent and recognizable brand presence across all interactions.
The psychological phenomenon where people prefer options that are not too extreme, but just right. Crucial for designing products and experiences that cater to the majority preference.
A cognitive bias where people prefer familiar things over unfamiliar ones, even if the unfamiliar options are objectively better. Useful for designing interfaces and products that leverage familiar elements to enhance user comfort.
The totality of all interactions a customer has with a brand, shaping their overall perception and relationship with the brand. Essential for building strong customer relationships and fostering brand loyalty.