The Big Green

Dictionary

2014

Actionable adj

d.

ready to be put into action; an

output that can be acted upon

or that provides specific steps

to be taken

d.

Big Green Door noun

d.

an independent brand consultancy

that combines insight, strategy and

creativity to provide robust brand

strategy for clients

d.

Brand architecture noun

d.

the structural organisation of a

brand’s portfolio in keeping with

the way people buy

Brand asset noun

d.

a unique brand characteristic or

quality that contributes to the value

of the brand and leaves a lasting

impression in the mind of the

consumer

d.

Brand category noun

d.

the classification of similar or

competing products and services

that address the same consumer

need

Brand key noun

d.

the synthesis of a brand’s values,

personality, RTB, essence, benefit

and discriminator, designed to

establish a framework and common

language to help shape strategic

direction

d.

Brand optimisation

noun

d.

a narrowly focused, carefully

positioned brand, crafted to

connect with specific audiences at

the critical points of choice

Brand positioning noun

d.

describes how a brand is different

from its competitors and where, or

how, it sits in a particular market

d.

Brand proposition

noun

d.

a statement that clearly identifies

what a brand has to offer,

articulating the main consumer

benefit and unique selling point

Brand purpose noun

d.

the bigger idea, rooted in consumer

insight, that a brand stands for,

influencing all brand behaviour (both

internally and externally), actions and

communications

d.

Brand strategy noun

d.

an action plan based on an

understanding of a brand’s past, its

current standing and where it wants

to go

Brand stretch noun

d.

the maximum breadth a brand can

credibly cover either within or

across categories

A successful brand will stretch

where they should, not where they

can

d.

Brand vision noun

d.

the higher purpose informing

everything brand-led

Bundle noun

d.

in marketing, an offering of several

outputs that can be used in

conjunction to speak about a brand

or product at launch

d.

Category cartography noun

d.

the rigorous mapping of the

landscape for products and

services

Co-creation verb

d.

an open, collaborative and

inclusive forum between two or

more parties (e.g. BGD / client /

consumers / external agencies)

d.

Concept noun

d.

(1) an idea or invention to help sell or

inspire future innovations and

communications

(2) a form of stimulus material,

comprising visual and/or verbal

representation of an idea for a product

or service used to present this idea to

participants in research

Concept creation noun

d.

the creation of consumer-relevant

concepts to be used to develop a

new product or service, or an

extension or amendment of an

existing one

d.

Consumer immersion noun

d.

a process whereby consumers

are observed in their natural

habitat

Consumer segmentation noun

d.

the division of a broad target

audience into subsets of consumers

who have common needs and

priorities, to inform the design and

implementation of target-specific

strategy

d.

Consumer typology noun

d.

a way of describing groups of

respondents displaying different

clusters of behaviours, attitudes or

views of the world

Deep-dive noun

d.

a research approach that delves

deep into the emotions, attitudes

and behaviours of consumers

DNA workshop noun

d.

a meeting at which the essence of

what a brand can, and should be, is

discussed and developed

d.

Driver noun

d.

(1) at a macro level, a foundational

trend with long-term momentum

operating at a societal level

(2) at a consumer level, what

motivates or sits at the core of a

human behaviour

Embedding

knowledge verb

d.

the process of taking what’s known

and planting it in the mind of your

audience

d.

Empirical research noun

d.

a way of gaining knowledge by

means of direct and

indirect observation, as opposed to

theoretical research which bases

conclusions on existing theories and

hypotheses

Ethnography noun

d.

a qualitative research method

intended to provide a detailed, in-

depth description of everyday life

and behaviours

d.

FMCG noun

d.

Fast Moving Consumer Goods; the

products that you can find in a

supermarket

Framework noun

d.

an organisational tool that

provides the thematic boundaries

against which research findings

can be plotted

d.

Hyper-influencer noun

d.

a group of bright, young, highly

influential, creative minds. Digital

supremos with a built-in

knowledge of what’s next

 

Hypothesis noun

d.

a supposition or proposed

explanation made on the basis of

limited evidence used as a starting

point for further investigation

d.

Ideation noun

d.

the creative process of generating,

developing and communicating

new ideas

Innovation noun

d.

the process of translating an

idea into a product or service 

that is relevant to the consumer

and creates value for the brand

d.

Insight noun

d.

(1) the illumination of an issue or

problem, providing new knowledge or

understanding that makes the way

forward clear

(2) a statement written in the first

person, referencing a consumer’s

unmet need / tension, underlying

motivation, barrier(s) and the

opportunity to deliver on it

d.

Knowledge

distillation noun

d.

the process of boiling down large

quantities of information into

smaller bite-size pieces while

retaining its essence

Landscape noun

d.

a tool used to identify and

understand current brand or

product attributes, where they sit in

consumers’ minds and where they

fit alongside competitors

Mapping verb

d.

(1) the exercise of plotting brands or

products onto existing frameworks to

illustrate the needs that they meet in

consumers’ minds while illuminating

potential areas of opportunity

(2) a technique used in consumer

research to gain insight into how

consumers understand a category

d.

Macro trend noun

d.

a large-scale, sustained shift in

consumer behaviour affected by

current societal, political and

environmental factors

Platform noun

d.

the creative articulation of an

insight which captures a particular

consumer trait, need or desire and

represents a potential route for the

brand’s growth

d.

Portfolio

management noun

d.

the process of defining and

organising the role played by each

brand to maximise the return

Qualitative research

noun

d.

a discussion-led investigation used

to provide insight into consumers’

attitudes, behaviours, underlying

motivations and unmet needs

d.

Quantitative

research noun

d.

a data-led investigative method

used to provide a measure of what

people think from a statistical and

numerical point of view

Retail strategy noun

d.

a marketing plan detailing how best

to offer products or

services to consumers and 

influence their purchases

d.

Self-ethnography noun

d.

a method of research focused on

consumers’ subjective experience,

used to unearth everyday

behaviours

Semiotics noun

d.

an approach to cultural analysis

derived from structural linguistics,

involving the study of sign systems

and how meaning is made within a

culture

d.

Stakeholder noun

d.

anyone with an interest or

involvement in the business of a

client organisation

Strategic hook noun

d.

an underlying thought or idea with

the potential to grab and hold

consumers’ attention

A truly captivating idea must address

a current tension or ideal and be

relevant to the consumer

Stimulus material noun

d.

material of a visual, verbal and/or

auditory nature used to communicate

certain ideas to enable them to be

researched, or to stimulate discussion

of relevant topics

d.

Strategic

recommendation noun

d.

a set of guidelines informing a brand

on how best to address a current issue

or potential opportunity, taking into

account the brand’s core values,

current and future positioning and

brand stretch

d.

Taste psychology noun

d.

a method of research adding a new

depth to the study of consumers’

relationship with food

Tension noun

d.

a pressure felt by consumers when

faced with conflicting demands,

wants or needs, forcing them to

make uncomfortable trade-offs

d.

Territory noun

d.

a distillation of a large volume of

information into a concise

representation of emotional themes,

barriers, motivations and triggers

A Big Green Door PublicationWritten & designed by Eleanor Kilmartin

First Edition

London, 2014

d.