buildup

Definition

The gradual accumulation of something—whether it's anticipation, debt, plaque on your teeth, or pressure before a quarterly earnings call. In marketing, it's the strategic teasing that makes people wait with bated breath (or forget about your product entirely).

Example Usage

The influencer's buildup to her new product launch had everyone refreshing their phones at midnight, only to be disappointed.

Source: Merriam-Webster via Free Dictionary API

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