Business Storytelling & Brand Development
Entertainment Business
EBMS GLOSSARY OF TERMS
Business Storytelling & Brand Development
TRUST
“The foundation of a brand is trust. Customers trust your brand when their expectations consistently meet or beat their expectations.� Neumeier
Business Storytelling & Brand Development
Entertainment Business
EBMS GLOSSARY OF TERMS
Business Storytelling & Brand Development
ADVERTISING A communication that is paid for by an identified sponsor with the object of promoting ideas, goods, or services. It is intended to persuade and sometimes to inform. The two basic aspects of advertising are the message and the medium.
BRAND The perceived added value that a company or product represents, making people loyal in their preferences to that company and its products.
TRUST
“The foundation of a brand is trust. Customers trust your brand when their expectations consistently meet or beat their expectations.� Neumeier
BRAND EQUITY The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders that results in personal commitment to and demand for the brand.
BRAND EXPERIENCE The means by which the brand is created in the minds of the stakeholder. Some experiences are controlled such as retail, environments, advertising, products/services, websites, etc. Some are uncontrolled like journalistic comment and word of mouth. Coke advertising helped shaped the modern day image of Santa Claus. Starting in 1931, magazine ads featured St. Nick.
Business Storytelling & Brand Development
Entertainment Business
“a brand is a person’s gut feeling about a product, service or organization”
BRAND STORY A promise about what value the company will deliver to its customers.
BRANDING Selecting and blending tangible and intangible attributes to differentiate the product, service or corporation in an attractive, meaningful and compelling way.
MARKET RESEARCH Any organized effort to gather information about markets or customers.
“We can be absolutely certain only about things we do not understand.”
ERIC HOFFER
Business Storytelling & Brand Development
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Entertainment Business
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Business Storytelling & Brand Development
Entertainment Business
CUSTOMERS TODAY DON’T LIKE TO BE SOLD - THEY LIKE TO BUY, AND THEY TEND TO BUY IN TRIBES. - NEUMEIER MARKETING MIX T h e m i x o f c o n t ro l l a b l e marketing variables that the firm uses to pursue the desired level of sales in the target market. The most common classification of these factors is the fourfactor classification called the "Four Ps"-product, price, place and promotion
POSITIONING The process of differentiating a product, service or company in a customer's mind to obtain a competitive advantage: the first step in building a brand.
PRESS RELEASE An important tool for making a suggestion to a journalist; a news story that presents the most newsworthy aspect of your product, company or service in a format and language that is familiar to the journalist.
PUBLIC RELATIONS A process that helps an organization and its publics adapt mutually to each other.
PUBLICITY The simple act of making a suggestion to a journalist that leads to the inclusion of a company or product/service in a story.
“Once they have figured out who they want to direct their message at, agents need to make sure the message is consistent across all types of social media they use.” HOEPPNER
Business Storytelling & Brand Development
Entertainment Business
Business Storytelling & Brand Development Ken DeGilio, Course Director