Breef Glossary

Marketing or sales directed at individual consumers.

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

Blockchain is technology that allows for a distributed and continually updated record of transactions. Blockchain has no single point of failure and cannot be controlled by any one entity. Bitcoin, for example, relies on blockchain.

The percentage of visitors who leave a website after viewing only one page.

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.

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

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.

Brand safety encompasses the strategies and technologies used to make sure ads are placed only in contexts that would not harm the brand. Tools for this are often added to ad exchanges.