Glossary

Brand Development is the continuous, strategic process of creating, launching, strengthening, and managing a brand. It is the collection of all concrete actions undertaken to build and shape the perception and value of a brand in the minds of consumers, in line with business objectives.

Brand Awareness is a metric that measures the degree to which a brand is known, recognised, and recalled by its target audience.

A Brand Ambassador is a person (often an influencer, a testimonial, an employee, or a loyal customer) hired by a company to positively represent the brand, its products, or services, thereby strengthening its image and increasing brand awareness among a target audience. Their function is to act as the face and voice of the brand, embodying its values.

Brand Advocacy (or Advocacy Marketing) is a powerful marketing strategy based on the spontaneous and genuine promotion of a brand by its greatest supporters. These "Brand Advocates" can be extremely satisfied customers, employees, or influencers who sincerely share their positive experiences and recommend the brand to their networks. It represents the ultimate level of consumer loyalty and engagement with the company.

Brand Advertising is the collection of communication and advertising activities whose primary objective is to build, strengthen, and promote a brand's identity, awareness (Brand Awareness), and reputation over the long term, rather than generating an immediate sale.

Brand Activism, or brand activism, is the clear and public commitment of a company or brand to take a stand and act decisively on social, political, economic, or environmental issues that are relevant to society and, often, divisive. It is not limited to corporate social responsibility (CSR), but involves determined action that expresses the brand's core values to contribute to the greater good.

Brand Acceptance is the stage in the consumer decision-making process where, after becoming aware of the existence of a brand (Brand Awareness), they approve of it and include it in their 'Consideration Set', which is the collection of brands they are willing to consider for a future purchase.

A Brand is a complex concept that goes beyond the single name or logo. It is a combination of tangible elements (name, symbol, design) and intangible elements (values, promises, reputation) that identify a company, product, or service, differentiating them from those of competitors. In short, it is the overall identity and the emotional and mental imprint that this leaves in the public's perception.

Brainstorming (literally a 'storm of brains') is a group creative technique used to generate a large number of ideas and find solutions to a specific problem. It is a method based on the free association of thoughts and collaborative discussion.

A Brain Trust is a small, selected group of trusted experts, consultants, or senior figures, assembled with the specific purpose of analysing an ongoing project, identifying problems, and providing strategic, direct, and honest feedback.

BPS is the acronym for Brand Positioning Statement. It is a sentence or a brief paragraph that clearly and concisely defines the essence of a brand, its uniqueness, and its specificity compared to competitors. It is not an advertising slogan, but a strategic document for internal use.

BPA is the acronym for Business Process Automation. It is a strategic and technological discipline that uses advanced software, platforms, and artificial intelligence to automate, manage, and optimise complex, repetitive, and manual business workflows.

The bozzetto (or rough) is a quick sketch, a preliminary prototype of a creative project, used primarily in advertising, graphics, and design. It is not a finished piece of work, but the first visualisation of an idea, intended to communicate the initial concept.

A bozza (in English draft or proof) is a preliminary, incomplete, or non-final version of any creative work (a piece of copy, a graphic, a video, a layout). It is an intermediate stage in the creation process, produced for the purpose of reviewing, correcting, approving, or testing the work before proceeding to the final version.

Una Boutique Agency (o agenzia boutique) è un'agenzia di comunicazione, marketing o creativa di dimensioni ridotte e altamente specializzata. A differenza delle grandi agenzie "full-service", che offrono una vasta gamma di servizi, una boutique si concentra su una specifica nicchia di mercato (es. moda, lusso, food, tech) o su un set ristretto di servizi verticali (es. solo branding, solo PR digitali, solo esperienze interattive).