Brand essence

Definition

The supposed core soul of a brand distilled into a pithy sentence that goes on expensive consultant presentations and is immediately forgotten.

Example Usage

Our brand essence is 'Inspiring Human Potential Through Innovation'—it's meaningless, expensive, and we're committed to it.

Origin

Marketing theory developed in the 1990s by brand consultancies

Fun Fact

Most brand essences are interchangeable; you could probably swap Nike's with Adidas's and 90% of people wouldn't notice

Source: Brand strategy and positioning

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A fancy way of explaining why someone should give you money instead of your competitor. It's the corporate pickup line -- it sounds rehearsed, slightly desperate, and works about 10 percent of the time.

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organic

In marketing, a magical word that justifies charging triple the price for produce that bugs have nibbled on. Organic growth or reach means you didn't pay for it directly, making it the social media equivalent of 'all-natural' or 'chemical-free.' When used in digital marketing, it means your content succeeded without ad spend, which is about as rare as finding actual organic products in a regular supermarket.

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Conversion Rate Optimization (CRO)

The practice of systematically improving the percentage of visitors who complete a desired action. It's where you obsess over pixels and sentences until your users finally comply.

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pre-roll fatigue

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CPL

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iwmb

I welcome myself back...