THE FULL EFFECT COMPANY MARKETINGNOMENCLATURE #101

THE PROJECTThere has been a great deal of discussion in various forums over the past few months concerning marketing nomenclature. !Some weeks ago Dr Brian Monger commented on his LinkedIn group that to maintain credibility marketers desperately need to achieve consistency in the terms we use to describe various aspects, tools and processes of marketing. !At the time the idea garnered popular support, but no action and the confusion and argument, miss interpretation and misunderstanding continues. So, in the spirit of unity I’ve started to list a few definitions and brought them together in the following slides. !Feel free to download, add, re-work or make suggestions to me by e-mail, LinkedIn discussion (Dr Brians group) wetransfer.com or whatever takes your fancy and I’ll collate everyone’s suggestions and update this periodically. !Please head your communications to me on this subject “Marketing Nomenclature”.

MARKETINGThe process of identifying and leveraging an organisation’s resources to profitably satisfy consumer needs.

This involves identifying gaps in the resource and filling them by means of investment in plant, equipment, recruitment, training and devising appropriate processes as well as product design and development and internal and external communications.

BRANDA community of people with shared beliefs and values, manifested in a product or service that community members purchase and often display as a badge of belonging

BRAND DESIGNThe process of identifying the values and beliefs represented in a brand, encapsulating it in a brand promise and creating a visual representation usually referred to as a “logo”

BRAND IDENTITYA logo or symbol that defines your brand and acts as a short-hand or signature for your brand. This also extends to definitions of its use such as those contains within brand guidelines

BRANDINGThe process of summarising the brand promise in a statement usually referred to as a “strap-line” and extending the visual representation of the brand to all marketing communication

BRAND DEVELOPMENTThe process of aligning every communication and action of an organisation to the brand promise. !

This extends to product development, communications, environmental policy, ethics, HR management, customer service management and all other facets of the business that occupy the public domain.

POSITIONINGHow consumers understand your offer relative to your competitors in the marketplace !

The context will be expressed in terms such as “superior to …”, “more expensive than …”, “less convenient than …”, “better quality than …”, “equally attractive as …” etc.

BRAND MANUALA handbook, usually issued to all employees as a point of reference to define the brand as in the Brand Model, its implications in terms of words and actions and the iconography and other communications it uses and how they should be applied.

BRAND MODELA written document comprising coordinates such as positioning, promise, pillars, business vision and mission and target market to define a brand.

JOIN INThis document is a work in process and will be updated periodically. If you have any suggestions or additions please communicate them to me at phil@thefulleffect.com or join and contribute to the discussion “Marketing Nomenclature” on the group Dr Brians Marketing Network on LinkedIn.