Definition

The myths, legends, and deeply held beliefs that guide consumer behavior and brand perception. Folklore is why people think Apple products are inherently better or why certain brands are 'trustworthy'—it's the accumulated storytelling that becomes brand truth, regardless of actual product performance.

Example Usage

The folklore around luxury brands suggests they're better quality, even when blind taste tests suggest otherwise.

Source: Common industry terminology

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ascription

In data analytics and sociology, the act of assigning credit, blame, or characteristics to a person or thing based on analysis rather than self-identification. Marketers use this to decide who deserves credit for a conversion, while sociologists use it to study how society boxes people into categories they didn't choose. Both involve making assumptions that may or may not reflect reality.

📣 Marketing / Advertising
Advanced

share of wallet

The percentage of a customer's total spending in a category that goes to your brand, measuring loyalty in dollars rather than sentiment. The ultimate relationship status metric.

📣 Marketing / Advertising
Intermediate

remarketing list

A curated audience of people who previously interacted with your brand, creating a permission structure to follow them around the internet like a well-intentioned stalker. It's not creepy, it's marketing.

📣 Marketing / Advertising
Intermediate

fighting strategy

A media scheduling approach where advertising runs in bursts with gaps between flights, as opposed to continuous presence. Perfect for brands that want intermittent relevance and confused consumers.

📣 Marketing / Advertising
Beginner

Eyeballs

A crude measure of how many humans eyeballs are looking at your ad—basically a less scientific way of saying 'impressions' that sounds cooler in meetings.

📣 Marketing / Advertising
Advanced

marketing qualified account

In B2B marketing, an entire company or organization identified as a good-fit prospect rather than just an individual lead. Abbreviated as MQA, or 'that whole building full of people we want to sell to.'

📣 Marketing / Advertising

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See “folklore” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.

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