Definition

The carefully curated visual representation of a person, brand, or product designed to manipulate your perception and make you like them. Sometimes it bears zero resemblance to reality.

Example Usage

The politician's image consultants worked overtime to rebrand him as 'relatable' after the yacht scandal.

Source: Common marketing terminology

Related Terms

Intermediate

Conversion Rate Optimization (CRO)

The practice of systematically improving the percentage of visitors who complete a desired action. It's where you obsess over pixels and sentences until your users finally comply.

📣 Marketing / Advertising
Intermediate

peel-back ad

A rich media format where a page corner appears to curl, revealing an ad when users hover over it. Peak 2000s internet design that somehow still exists like a digital cockroach.

📣 Marketing / Advertising
Beginner

funnel

The marketing visualization showing how thousands of potential customers magically transform into a handful of actual buyers, shaped like an inverted cone of broken dreams. Each stage represents another opportunity for prospects to ghost your business entirely. Sales teams love drawing these; conversion rates love destroying the optimism they represent.

📣 Marketing / Advertising
Beginner

Clickbait

Headlines designed to be so irresistibly intriguing that you click before your brain can stop you. "You won't believe what happened next" is the marketing equivalent of dangling a laser pointer in front of a cat, and we all fall for it every single time.

📣 Marketing / Advertising
Intermediate

heavy-up

Temporarily increasing advertising spend or frequency in specific markets or time periods, usually to counter competitive pressure or exploit opportunity. The marketing equivalent of sending reinforcements.

📣 Marketing / Advertising
Intermediate

folklore

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.

📣 Marketing / Advertising

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

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vantive

Corporate-speak meaning "not working" or "broken," possibly originating from a specific company or tech context. It's th...