REVinsight

A period (a season, month, day, or time of day) when demand is neither high nor low.

A marketing strategy is built around product, price, place or distribution, and
promotion.

Marketing studies analyze the lifestyle perspective through activities, interests,
and opinions.

Analyzing consumer habits by focusing on purchase behaviors or usage
occasions.

The articulation of what the experiential takeaways for the brand will be.

Also known as the business-focused perspective, looking at branding through
elements that can be trademarked or legally protected such as logos or the name
itself.

Digital media created (and often uploaded by) consumers relating to a brand or
property and how it's communicated. Also called user-generated content (UGC).

When a team of analysts read through peer-posted customer comments in digital
and other media to pull out key themes.

A strategic marketing approach focused on creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined audience.

One of two perspectives used to develop and manage a brand strategy. This is
the conceptual perspective that focuses on the quality levels that are perceived
by consumers.

Marketing that is both consistent in terms of the brand voice and message while
supporting a marketing goal or objective. It can also refer to the use of digital and
traditional media such print, TV, cable, radio, public relations, etc.

A term sometimes used to describe digital media channels, such as social media
and search, that give the consumer has much greater control over the message.