Brand Glossary
Included in this revised edition is the complete list of definitions from THE DICTIONARY OF BRAND, a book I edited with the support of an all-star advisory council. The challenge was to create a “linguistic foundation”—a set of terms that allows specialists from different disciplines to work together in a larger community of practice. Neither the terms nor their definitions are carved in stone; we’ll most certainly find that many are malleable, some are fluid, and a few are provisionary as we co-develop the practice of brand building.
- artifact
A visible representation of an idea; a product or by-product of designing | see Designing
- atmospherics
The identity of a brand environment, represented by its architecture, signage, textures, ...
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