Brand essence

Definition

The supposed core soul of a brand distilled into a pithy sentence that goes on expensive consultant presentations and is immediately forgotten.

Example Usage

Our brand essence is 'Inspiring Human Potential Through Innovation'—it's meaningless, expensive, and we're committed to it.

Origin

Marketing theory developed in the 1990s by brand consultancies

Fun Fact

Most brand essences are interchangeable; you could probably swap Nike's with Adidas's and 90% of people wouldn't notice

Source: Brand strategy and positioning

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pre-roll fatigue

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bleed

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sales qualified lead

A prospect who's been vetted by marketing, kicked over to sales, and deemed worthy of actual human attention rather than automated email sequences. Abbreviated as SQL, which confusingly has nothing to do with databases.

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