Breef Glossary

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 across the funnel.

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.

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.

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.

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.

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.

A semi-fictional representation of an ideal customer based on research and data.

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.