EAST Framework
Easy, Attractive, Social, and Timely (EAST) is a behavioral insights framework used to influence behavior.
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Lead Scoring
The process of ranking leads based on their perceived value to the organization.
MoT
Moment of Truth (MoT) refers to any instance where a customer interacts with a brand, product, or service in a way that leaves a significant impression.
Brand Attributes
The characteristics and qualities that define a brand and distinguish it from competitors.
Captive Product Pricing
A pricing strategy where a core product is sold at a low price, but complementary products are sold at higher prices.
Brand Architecture
The structure of brands within an organization, defining the relationships between parent brands, sub-brands, and other brand entities.
Brand Equity
The value a brand adds to a product or service beyond the functional benefits, encompassing factors like brand awareness, perceived quality, and customer loyalty.
KPI
Key Performance Indicators (KPIs) are quantifiable measures used to evaluate the success of an organization, employee, or project in meeting objectives for performance.
First Touch
The initial interaction a customer has with a brand.