In politics, a public declaration of principled policy aims.
In business, a call-to-action that responds to essential problems universal to a given audience.
Comprised of calls to fairness, changes in fundamental behavior, changes in standards, and promises of new benefits
The emotional and intellectual process of merging data, feelings, thoughts and other memories to summon new ideas
The most visible unit of information in an area of focus.
Most commonly consists of words in a visual area-of-focus, such as the homepage of a website before-scrolling. Equally applicable to audio and video formats.
Also abstractable to concepts or feelings.
Someone with politically or economically valuable ideas, points-of-view, and convictions.
The ability to communicate ideas and feelings in an original, non-boring way, while retaining some individual personality or perspective
The manipulation of user experience such that users of a digital interface are more likely to convert into customers or leads
Publishing ideas primarily in writing but also via audio and video in a way that teaches and helps a specific business audience while building trust and mutual understanding
Writing that is specifically designed to further the sales and marketing efforts of a business. Product of copywriting or thinking in terms of how words will be received
An approach to marketing based on honesty, devoid of manipulation, and offering an authentic connection with a brand. Brand marketing assumes long-term relationships with the entire brand community – past, present, and future clients, employees, partners, even competitors. It prioritizes those relationships over converting to action now, per the standards of Direct Marketing.