Definition

The organized chaos of deciding what to wear based on what celebrities wore six months ago. A trillion-dollar industry built on convincing humans that last season's colors are now morally wrong.

Example Usage

The brand's new fashion line drew inspiration from 1990s streetwear trends.

Source: Fashion and retail industry terminology

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voice of customer

Customer feedback and insights captured through surveys, reviews, support tickets, and other channels that reveal their needs and preferences. Abbreviated VOC, it's all the complaints and suggestions companies collect and then ignore.

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earned media

Publicity gained through promotional efforts other than paid advertising, like press coverage, social shares, or word-of-mouth. It's called 'earned' because you can't buy it—you have to trick journalists into caring about your product launch.

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impression share

The percentage of times your ad was shown divided by the total number of times it was eligible to appear, typically in paid search or display campaigns. It measures how much of the available opportunity you're actually capturing.

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post-testing

Research conducted after a campaign runs to measure effectiveness and extract learnings. The marketing equivalent of an autopsy, but hopefully with better news.

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Storytelling

The corporate rebranding of "making stuff up to sell things," now elevated to an art form at marketing conferences worldwide. Every brand now has a story, even if that story is just "we sell soap" wrapped in 3,000 words of emotional manipulation.

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narrative

The carefully crafted story you tell to make your brand sound compelling, or the structured account of events that makes people actually care about what happened. It's the difference between 'stuff happened' and 'THIS IS WHAT HAPPENED AND WHY YOU SHOULD FEEL SOMETHING ABOUT IT.'

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