Breef Glossary

An organization's ability to quickly respond or react to opportunities in the market based on ever-shifting technology. The goal is to create value for consumers through new tech fast enough to have an advantage over competitors. (The rise of AI comes to mind!)

Marketing efforts aimed directly at specific consumers.

Visual ads displayed on websites, apps, or social media.

Automated marketing messages sent over time.

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

The amount of time a user spends on a particular piece of content — high dwell time = more engaged users.

Any publicity or brand exposure that a brand did not pay for or create themselves.

Content intended to both entertain and educate — many revered CeraVe's recent Super Bowl campaign with Michael Cera as an incredibly well-executed piece of edutainment.