Glossary of Terms
The following terms appear throughout the book—they appear in bold italic upon first use in the book. The Glossary terms are also discussed more extensively in the Blog on www.conversationalcapital.com.
- advocacy
Unheralded and overwhelmingly favorable endorsement.
- awareness
The presence of one’s knowledge of the existence of a particular brand experience.
- bombastic
You know what we’re talking about: seemingly high-flown experiences that ring hollow. Authors’ Note: Our editor gave us lots of grief about this supposed Canadianism, but we couldn’t let it go; hopefully that demonstrates our continuity.
- brand
A mark of identity, whether it be for a person, place, physical property, organization, or idea.
- brand promise
The essential and singular ...
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