B2B
Short for ‘business-to-business marketing’ which is marketing of products or services to other businesses and organizations.
B2C
Short for ‘business-to-consumer marketing’ which is marketing of products or services toward consumers.
BANDWIDTH
This is a euphemism regarding one's time vs their workload. If you can simply state you don’t have the time or resources, people may respect your frankness.
BDM
Business Decision Maker. Also known as “DMs”.
BIG IDEA
See Concept
BRAND ART
(1) A series of branded materials that can inspire actual work, where it’s place and how the brand can flex in it’s usage. ( Not completely necessary but can sell through harder ideas)
(2) Complimentary art based on the rationale of a concept. Can also set up Proofs Of Concept.
BRAND AWARENESS
The level to which a potential consumer can recall / identify a particular product or service. Increased brand awareness is one of the two customary important goals for a digital advertising campaign (the other being a conversion of some kind).
BRAND ACTIVATION
A brand approach or strategy towards their employees or customers, whether in real life or on social media. It may include the values or principles that the brand wants to communicate to its audience, as well as specific actions or initiatives that the brand plans to undertake to support its employees or customers. The goal of such concepts is often to build a positive brand image and to create a strong emotional connection with the target audience.
BRAND ESSENCE
This is the heart and soul of a brand. similar to the Unique Selling Proposition, this is a brand's fundamental nature or quality
BRAND PILLARS
The points that set a company apart from its competitors. These are often truths and immediate benefits that make customers feel good or are important to their lives. Brand Purpose- how a company intends to change or impact the world. Its role is to unite customers and culture alike in the pursuit of that intention.
BRAND SALIENCE
The degree to which your brand is thought about or noticed when a customer is in a buying situation. Strong brands have high brand salience and weak brands have little or none.
BRE
Business Reply Envelope (the envelopes where no postage is necessary as it’s been prepaid by the business sending the mail)
BOLD
It’s what all progress we make and every person in this business should strive to be