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Brand building glossary

zombie brand

A brand that is no longer relevant or successful, but continues to exist in a kind of undead state, marketed and sold through aggressive advertising or other tactics. These brands may struggle to compete with newer, more innovative competitors, and may have difficulty adapting to changing consumer preferences and trends. Examples: Blockbuster, Sears, MySpace.

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motion graphics

Animated graphic design content or video footage which creates the illusion of movement. The term is often used to differentiate from (stationary) graphic design. Motion graphics often feat...

robots

Brands increasingly have to appeal to digital agents in addition to people. Search engines dispatch robots (“bots”, “spiders” or “crawlers”) that visit websites, read and classify the conte...

monolithic branding

A branded house strategy built around a single, unified idea. Often applied to achieve consistency and economies of scale. Examples include Google, FEDEX, GE.

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

brand image

What people perceive the brand to be. Brand building activities can help improve a brand’s image.

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