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coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

branding agency

A consultant specialising in devising, designing and developing brands. Clients are typically businesses or organisations that seek a competitive advantage from branding but don’t maintain...

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

functional names

Names that explain what a product, service or organisation does. They are easy to understand but can be harder to own, protect and recall because they rely on description rather than distin...

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.