Breef Glossary

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AR

Augmented reality! AR is tech that superimposes computer-generated images or video onto a user’s real-world view. We’re seeing this pop up everywhere from a series of new Snapchat lenses celebrating beauty brands, to Bacardi’s “Do What Moves You” summer campaign.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Addressability

The ability to use media to target and connect with specific individuals — as opposed to a large group of users. Why is it important? Addressability gives marketers the ability to customize communications to individuals to meet their needs and deepen the relationship.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Affiliate Marketing

How most brands / influencers / publications make money. A performance-based marketing channel in which an external website (the affiliate) earns a commission for any sales they drive for an advertiser.

It’s the hero for driving traffic, revenue and publisher relationships.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Agency Lead

Agency Leads are here to support you through the Breef process! They’ll help find projects that are the best match for you and support you in pitching so you can put your best foot forward. Our Agency Leads have been on the agency side themselves, so they get it. They’re also always down for a good chat.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Amazon Marketing Services (AMS)

Promoting yourself on the shopping giant, Amazon. These seller advertising solutions are offered by Amazon to help boost sales and visibility — including Amazon Display Ads, Amazon Sponsored Products and Amazon Sponsored Brands.

BTW: Even if you’re not a brand on Amazon, you can still play with AMS.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Art Direction

The oversight and visual execution of the creative concept + strategy outlined via creative direction. Good art direction allows the brand to be easily identifiable.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Awareness

The act of being known! The goal of gaining ‘more eyeballs,' spreading your message and establishing high brand recognition amongst your target market.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Banter

A chat between 2 or more members of #TeamBreef –– often includes memes. Our Co-Founder is Australian. What more can we say?

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Blanding

The opposite of brand differentiation, blanding is the phenomenon of brands adopting the same minimalist aesthetic across the market. The reason? Many feel blanding removes negative associations, attempting neutrality — the downside? It also removes positive associations and brand personality.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Brand Equity

The value that comes from the perception of a brand name rather than the value of a product or service itself — i.e. the social value of a brand name.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Brand Heat

Akin to buzz or hype, generating brand heat refers to igniting strong interest in a brand — who doesn't want that?

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Brand Identity

Any visual or verbal brand element that showcases the brand's desired image while telling a meaningful story. Essentially the tangible brand elements that create a business's identity: logo, brand mark, brand colors, type, etc.

Breef Tip: Sometimes if you don’t want to go all in on branding, opt for a brand identity project with an agency.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Brandformance

Merging the words “branding” and “performance”, brandformance is the idea that campaigns can (and should) be designed with the focus of establishing brand identity AND exceeding performance targets — i.e. building campaigns that work smarter, not harder, across the funnel is key.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Branding

What makes a business memorable — its DNA. A combination of design, mission + other elements to showcase what a brand does, who it serves and why it exists. Those with unique branding have an edge over their competitors.

Breef Tip: After a business plan, most brands start with this –– it’s that critical. Most also work with agencies for a branding refresh as the business evolves.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Budget

You guessed it: a tool to help us plan spending and investment accordingly to ensure a company is not over-spending and making a profit. If you don’t have one, you need one.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Budget Allocation

The process of distributing hard-earned cash to various projects or activities that will positively impact the business. Effective budget allocation will prioritize certain objectives and ensure that resources are used efficiently.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Budget Variance

Over or under? The difference between the actual amount spent or earned and its budgeted amount for a time period vs. what was planned. Positive variance means that actual revenue or spending is higher than planned, and vice versa.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Budgetary Slack

Intentional cushion for expenses or revenues in a budget. It can help in a pinch with unexpected expenses or help achieve targets more easily — but it can also lead to misallocation.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

CTV Ads

AKA Connected TV ads — video ads that are delivered via a streaming service while users are watching content. What's the big deal? Most ad platforms weren't built to handle the complexity that effective CTV advertising requires — with advertisers needing the capability to incorporate a combination of contextual placement and audience-based targeting. The solution? Ad platforms are currently working to innovate to accommodate these complexities — and it's thought that AI can help!

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

CapCut

Owned by TikTok’s parent company ByteDance, CapCut is a video editing app with easy-to-use templates. In recent months, CapCut templates have been blowing up on TikTok, and we can’t get enough! Check out one of our favs here.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Challenger Brand

A brand that disrupts an industry — forcing larger players in the space to shift the way they do business.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Community

Can’t have a brand without it. The goal of building community not only fosters brand loyalty, but gives you the opportunity to tap into the perspective of the people that matter most — your customers!

P.S. We LOVE our Breef community!

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Community Management

A full-time job — literally. Building + growing an authentic online community around a brand or a cause. This community usually comprises customers, partners and even employees.

TL;DR: Community is crucial when prioritizing brand transparency + authenticity (Which is what consumers want to see!).

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Content Shock

The idea that there is more content being created than humans are able to consume, i.e. people simply can't absorb past a certain amount of information.

Note: This is where quality vs. quantity comes into play — with all the content out there, ensure that what is absorbed delivers!

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Conversion

Getting your customer to do something...most of the time a sale (that makes you money). In short, it’s driving consumers to respond to your call-to-action.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Cookie Deprecation

This year, Google Chrome is phasing out third-party cookies — resulting in marketers scrambling to identify alternative data solutions. The solution rising to the top of discussions? Old-school IP addresses.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Copywriting

If done right, it’s unforgettable. A goal-driven way of using smart + persuasive text to sell products. Using a carefully thought-out voice + tone, good copywriting can compel readers to take a specific action to drive conversion.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Cord-Cutting

The shift from consuming traditional cable TV to streaming. Those who make this shift are referred to as "Cord-Cutters" — most brands are shifting ad spend along with them.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Creative Direction

Bringing a vision to life. An area of brand development that determines the overall creative vision of a business or project. Through art, design + strategy, that creative vision manifests in logos, advertising campaigns, marketing materials, etc. Our dream job.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Customer Context

A deep, data-driven understanding of a customer at any given point of the customer journey. Integral to giving marketers the ability to deliver the right message(s), at the right time.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Customer Segment

A group of customers who share similar characteristics and needs. Identifying and understanding segments can help specify marketing and product offerings, upping customer satisfaction and revenue. Everyone is part of one!

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Data Analytics

Not sexy, but needed. The analysis of raw and diverse data to gain meaningful insights in the form of trends, patterns + relationships.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Digital Maturity

An organization's ability to quickly respond or react to opportunities in the market based on ever-shifting technology. The goal being to create value for consumers through new technology fast enough to have an advantage over competitors in your space. With AI's rise to prominence, digital maturity has become a big topic of conversation as companies race to become early adopters.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Duopoly

Refers to two brands who dominate the market in a certain space, for example, Meta and X or Coca-Cola and Pepsi.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

EComm

We could argue that the world is a better place because of eComm. The online equivalent of a brick-and-mortar store, eCommerce is the trading of goods + services over the internet.

Breef Tip: There’s a lot we can help you with in this space, like strategy, build-out, Shopify optimization, etc.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Email Marketing

You probably know what this is — just don’t unsubscribe ;). A permission-based channel that helps provide personalized interactions with high-intent customers.

TL;DR: Use this to engage with your customer (almost daily).

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Ephemeral Content

Any type of content that is visible for a limited amount of time, i.e. Instagram Stories and Snapchat images.

Note: When ephemeral content was introduced on Instagram, it roughly doubled the time users spent on the app. Why? Users didn't want to miss anything! Used right, ephemeral content is a key tool to drive engagement.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Fastvertising

A type of advertising that many credit for Ryan Reynolds’ recent billionaire status. Fastvertising is the rapid creation and distribution of ads that smartly use trending topics in media and pop culture to create a viral moment. Think Aviation Gin’s ad starring the viral Peloton actress — this ad went live 48 hours after Peloton’s ad went viral across media channels.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Fixed Costs

Predictable, stable costs which stay the same regardless of production or sales — you can always count on them — and they’re key to keep in mind when building a budget.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Fluid Fans

Step aside ‘superfan,’ fluid fans are a segment marketers should be paying attention to. Fluid fans are people whose interests / fandoms cross between a wide variety of areas. What does this mean for marketers? Fluid fans’ engagement is broad, but passionate, giving brands more touch-points and opportunities to connect.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Forecast

A financial projection used to assist decision-making which estimates future revenue and expenses based on current trends and assumptions. Essentially, a way to see into the future, if you play your cards right.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Freemium

Free + a premium — a pricing structure where a basic model of a product or service is free of charge, but additional features or quality improvements cost money.

Note: E.g. a free photo editing app that charges for additional tools.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Friday Jr.

Our second favorite day of the week ;) aka Thursday. On this day we get pumped and go all out to end the week strong.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Full Speed

The #TeamBreef motto! Most often used next to a bunch of emojis. Go wild.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

GARM

The Global Alliance for Responsible Media, GARM, was launched in 2019 with the purpose of addressing the challenges of harmful digital content and its monetization — in hopes of creating online safety for both consumers and advertisers. This year, GARM has expanded their focus to sustainable media — with the goal of lowering carbon emissions that result from media campaigns.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Genre-bending

Any piece of media or art that exists across genres, or combines elements of multiple genres — defying traditionally established genre distinctions. A popular trend in podcasting right now, the podcasts that are topping the charts tend to naturally genre-bend, something audio advertisers should take note of.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Geotargeting

Delivering targeted content to consumers based on their geolocation — critical to ensuring you're reaching your target audience.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Graphic Design

It’s everywhere: social, billboards, website, decks, signs, you name it. Composing and arranging visual elements of a project by manipulating graphics, media + typography. Graphic design uses visual hierarchy to help enhance a message. Often created with tools like Figma or Adobe Illustrator.

Breef Tip: If you have a ton of graphic design needs (Most of us do!), turn to an agency to help get it done fast.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Haute-spitality

The trend of luxury fashion brands making their mark in the food and hospitality spaces through activations, pop-ups and partnerships. The goal? Engaging with younger consumers by creating photo opportunities that will go viral on social platforms. Examples include Chanel's Lucky Chance Diner pop-up in NYC, The Prada Cafe in London, and the Dior Spa on the French Riviera.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Illustration

Color me mine? A unified + distinct medium that tells a story in a way that photography and icons cannot. Illustration can help support or tell the whole story while creating an on-brand emotional connection.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Incrementality

Measures an event that wouldn't have occurred without an action being taken (ad click, social interaction, etc.), that leads to a desired outcome (website visit, purchase decision, etc.). Incrementality is used to measure the growth that can be attributed to marketing efforts above growth that would have occurred without said marketing efforts.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Influencer Marketing

Some love to hate it. But no brand should go without it. Influencer marketing is a relationship-based marketing tactic built upon partnerships between brands and influencers to build increased awareness + conversion.

Breef Tip: There are soooo many ways to do influencer marketing these days. Connect with an agency to explore options best for your brand.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Intangible Economy

An economy increasingly focused on intangible assets and ideas that generate value as opposed to tangible assets and materials. In recent decades, the American economy has continued to shift this way, with growing importance on intangibles like patents, copywrites and brands.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Intelligent Automation

Refers to a combination of artificial intelligence and process automation — sometimes called cognitive automation.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Interactive Video

A form of video that supports (and often encourages!) user interaction. Many brands are currently tapping this trend to support eComm conversion through tech like Tolstoy.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Interoperability

The ability of different computers, devices and applications to coordinate communication and connection in order to work together without help from the end user. How does this affect marketing? Data improvements — many marketing execs are looking for tools that offer interoperability between tools for data management.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Intro Call

The fun part! You’ll have an intro call with a potential brand partner to share details about your project proposal and learn more about the brand’s immediate needs, timeline and goals.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

KPI

A fancy way of saying goals. Short for "key performance indicators," KPIs are used to track a business' performance over time against its strategic goals.

P.S. If you don’t have clear KPIs, it’s hard for an agency partner to know how to plan, execute and ultimately stay on track — they're *key*.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Kickoff

Game time! You’ll begin work with your selected agency through their unique kickoff process. Usually, this includes a meeting with their greater team so that both parties can align on project goals and how to maintain a collaborative relationship. You’ll discuss the fundamentals of working together, from day-to-day communication to each side’s distinct responsibilities. Kickoff will set you up for a successful partnership!

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

LFG

Let’s freaking goooo! Our vibe when a brand finds their *perfect* agency match.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Marketing Campaign

A hero moment. A blast around your brand / product. Basically, a strategic + organized effort to promote a business through multiple mediums. Most brands plan a few campaigns per year and bring in agencies to help.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Marketing Strategist

Your dedicated strategist here at Breef! They’re here to help you with project planning, scoping and budgeting — and of course, making sure you find a great agency. Our Marketing Strategists were marketers (or on the agency side), so they get it. They’re also always down for a good chat.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Marketing Strategy

Basically, your guide / map / roadmap. It’s a business' overall marketing game plan for reaching + retaining customers. Strategies can be innovative, or they can be previously tried + tested.

Our co-founder always says...make sure your strategy covers the ‘w’s’ - who, what, when, where and why.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Marketing Tech Stack

A group of technologies that marketers leverage to optimize marketing activities.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

OOH

The acronym for "out-of-home advertising" — refers to any type of advertising that users experience outside of their home. Examples include billboards, signage and public activations.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Omnibuyers

A consumer who shops when they want, how they want and where they want. Today's shoppers value quick and effortless experiences across channels — marketers who are rethinking their strategies to meet the needs of these shoppers are driving big results.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Organic Social

OG social media. Any "free" content posted on social media to drive brand awareness + engagement with current followers. More time and effort is invested to achieve longer-lasting results.

Breef Tip: Nail your organic social media strategy before you push your brand out into paid channels. A great branding agency or social media agency can help.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Packaging Design

The best packaging makes us swoon. The design of the physical container ("packaging") that holds a brand's product and helps enhance the customer experience. Ideally, the product's appearance matches the brand's positioning.

Breef Tip: This is a big industry. There are agencies for almost all types of packaging: consumer goods, suitability, shipping, you name it — take advantage of niche expertise.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Paid Search + Display

‘Pay to play’ with Google? Kinda. But really, it’s intent-driven digital marketing strategies that allow advertisers to pay to place a targeted ad at the top of a specific search results page.

How will it save the day? Honestly, it will make sure you’re seen when searched — and deliver high intent customers.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Paid Social

‘Show me the money, honey!’ A form of digital advertising that relies on social platforms and advanced targeting to reach custom audiences, expanding the reach of a brand and its core offering.

Breef Tip: Paid social can be complex (but it works). Start with strategy and get really good at one channel. Most brands have an agency supporting them (Of course, we can help with this!).

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Photography

Smile! Created in-house or retrieved from a stock site, photography is strategically used to curate a specific look and feel that helps ensure branding is defined + distinct.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Pitch

How an agency puts their best foot forward. It’s everything you need to know about a team to make you ‘swipe right.’ A pitch on Breef will include an agency introduction, their approach to the project as well as links to their website, portfolio and social handles.

Pitches serve as high-level expressions of interest, and starting points for conversation. A good pitch should make you want to meet with the agency.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Pitch

An agency's 1-page submission to show you what you’ve got! A pitch will include an introduction and project proposal, as well as links to a website, portfolio and social handles. Pitches serve as high-level expressions of interest in a project and a starting point for conversation. On Breef, pitches take < 15 minutes to complete (The RFP process? We're over it.)

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Planning Call

A planning call is typically step one in the Breef process. On this call, you’ll meet with your Brand Lead who can help scope, budget and ideate projects. Planning calls are free and are a great way to learn more about Breef.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Podcast Advertising

Where the cool kids are. An audio-first channel that can reach niche audiences and increase brand awareness. As modern "talk radio," podcasts serve content about specific topics + subjects to high-intent listeners. Podcast advertising strategies allow advertisers to pay to place a targeted audio ad within a podcast.

Why you should try it? It’s great for brand awareness — and you can get pretty niche with targeting.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Priming

A subconscious reaction to something (an ad, social post, email, etc.) that influences or triggers conscious behaviors (i.e. making a purchase, engaging on social, etc.). Crucial in the customer journey to ultimately making a purchasing decision.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Production

We call it making magic. Overseeing a campaign, event or photoshoot from A-Z. Those in production work closely with creative + art directors to execute designs and marketers to make sure their strategy comes to life. They help with everything from casting to location scouting and run-of-show.

When would we need a production agency? Large events (i.e. NYFW) or even big video shoots.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Programmatic Advertising

Automated media buying — i.e. purchasing ads using automated tech and algorithms. The benefits? Low-cost, large-scale reach and real-time data.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Project

A project refers to any marketing need. A project can be one-time initiative or ongoing ‘retainer’ with an agency partner. We have over 50 project types on Breef.

Some common projects are social media management, paid ad support, branding and influencer marketing.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Project Scope

All projects start here. It’s a high-level overview of your project needs inclusive of goals, budget, timing + key considerations.

Traditionally, it was called an RFP (’Request for Proposal’) and was a pain to write — it could take hours and was the most hated term by marketers. We’ve completely re-invented this process. On Breef, scopes takes only minutes to create, and if you’d like extra support our team can help.

A good scope = a good agency.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Project Scope

A high-level overview of a client’s needs inclusive of goals, timing + key considerations.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Proposal

Think of this as a more robust pitch. Following your intro calls, ask your favorite team(s) to put together proposals that clearly outline their approach to your project, deliverable by deliverable, based on your timeline, budget and goals. Proposals will give you a great point of comparison when the time comes to select an agency. Proposals often lend themselves to an SOW (scope of work).

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Public Relations

Making sure your brand is seen, heard and validated. Getting the word out about a business or an individual to shape public image + reputation.

Breef Tip: PR is a long game. Don’t go into it thinking it will be a quick hit. You’ll need a strategy, strong message and relationships. PR agencies are the best at this.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Referral Fee

The referral fee is Breef’s 15% take of total project price. This fee helps us to continue to bring you the best project opportunities from world-leading brands.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Return on Investment

Is it worth the money? Find out with this classic metric, which is calculated by dividing an investment’s return (total value minus cost) by its cost. If this percentage is positive and high, your investment is likely pulling its weight.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Revenue Forecasting

Like the weather, but better. The process of estimating future revenue. Usually takes into account past revenue trends, market conditions and other factors to predict how much money a company is likely to earn in the future.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Revised Proposal

Potential brand partners may request a revised proposal following your intro call. Think of this as a more robust version of your pitch –– a detailed outline of your team’s unique approach to the project, deliverable by deliverable, based on the client’s timeline, budget and goals. This should be reflective of your discussion with the brand and can serve as a stepping stone for a SOW / formal agreement. No two proposals are the same –– get creative!

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

SEO

The most tossed around word in marketing. It’s complex, and stands for "search engine optimization.” SEO is the art + science of improving a site's visibility to help it rank higher on a search engine's unpaid results page through use of strategic content, key words, meta descriptions and links. Courting Google is definitely a long game.

Breef Tip: Turn to SEO after you’ve nailed paid social and search. SEO won’t drive results overnight.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

SMS Marketing

Simply put, text messaging. An opt-in marketing channel used to communicate with leads + customers to keep brands top of mind and drive repeat sales / interactions. Very successful with core, repeat customers.

How will SMS save the day? Conversion + revenue.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

SOW

Statement of Work. This is the final agreement outlining project goals and deliverables, keeping you and your client on the same page regarding deadlines, scope of work and expectations. Breef helps handle all contracts and payments — we keep it simple. Once signed, you’re ready to get to work!

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Shoppable TV

A shopping experience that allows consumers to make purchases on their TV — often through QR codes or features that have been added to streaming platforms. Examples of this include Roku's recent partnership with Shopify and Peacock's AI integration that allows users to shop for products that they see in their favorite shows.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Short-Attention Economy

The attention economy is the collective human capacity to engage with the many elements in our environments that demand mental focus. So what is the short-attention economy? You guessed it, the lack of human capacity to engage in focus for long periods. Attention spans are getting shorter, and consumers are looking for results ASAP.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Shortlist

If shortlisted, you’re a brand’s top-3 pick (your pitch was that good!). You’ll have the chance to meet the client on an intro call, where you can speak more to your team’s capabilities, your vision for the brand and what specifically makes you a great fit for the project.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Shortlist

Your 2-3 favorite agencies that pitched for your project (It’s always a hard choice!). You’ll meet your shortlisted teams on intro calls and have the chance to learn more about them and their vision for your project + potential partnership.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Snackable Content

Refers to content that is short, to the point and easy to understand. Most often used when referencing content that will be viewed through a mobile experience.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Social-First Content

What every brand needs a lot of! This strategy prioritizes campaign goals + assets based on your audience's behavior on social media. Social discovery is the primary goal.

Breef Tip: Between video, photos, UGC…it’s a lot. An agency can help.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Subscription Economy

An ever-evolving business landscape where brands are leaning into subscription-based models — i.e. business models where customers are paying a reoccurring fee for access to products and / or services.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Supply-Side Platforms

Commonly known as SSPs, supply-side platforms are adtech platforms used to manage the distribution of ad inventory. Also referred to as sell-side platforms.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

Thumb-Stopping

Refers to digital content that catches a user's attention in a way that makes them stop scrolling and engage.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

UI/UX

Suddenly obsessed with a website? Found yourself clicking ‘buy’ a little too fast? Well, that’s good UI / UX for ya. User interface design (UI) focuses on the aesthetic elements of a product, whereas user experience design (UX )is more concerned with the user journey. Both design concepts play a vital role in the success of a business.

Breef Glossary

Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!

Know all the lingo? Consider the glossary your checklist — there's a lot to remember!

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