Breef Glossary
Project Scope
A high-level overview of a client’s needs inclusive of goals, timing + key considerations.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Proposal
Think of this as a more robust pitch. Following your intro calls, ask your favorite team(s) to put together proposals that clearly outline their approach to your project, deliverable by deliverable, based on your timeline, budget and goals. Proposals will give you a great point of comparison when the time comes to select an agency. Proposals often lend themselves to an SOW (scope of work).
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Public Relations
Making sure your brand is seen, heard and validated. Getting the word out about a business or an individual to shape public image + reputation.
Breef Tip: PR is a long game. Don’t go into it thinking it will be a quick hit. You’ll need a strategy, strong message and relationships. PR agencies are the best at this.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Purpose Marketing
A marketing strategy where efforts are focused on promoting a brand's core values, mission and social responsibility — aligning with causes or principles that resonate deeply with their audience.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Rawthentic
A buzzy portmanteau that you've likely heard only recently — the idea of 'rawthentic' marketing emphasizes the cultural shift to raw, authentic and unfiltered content winning with consumers (over highly produced, polished content).
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Referral Fee
The referral fee is Breef’s 15% take of total project price. This fee helps us to continue to bring you the best project opportunities from world-leading brands.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Return on Investment
Is it worth the money? Find out with this classic metric, which is calculated by dividing an investment’s return (total value minus cost) by its cost. If this percentage is positive and high, your investment is likely pulling its weight.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Revenue Forecasting
Like the weather, but better. The process of estimating future revenue. Usually takes into account past revenue trends, market conditions and other factors to predict how much money a company is likely to earn in the future.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Revised Proposal
Potential brand partners may request a revised proposal following your intro call. Think of this as a more robust version of your pitch –– a detailed outline of your team’s unique approach to the project, deliverable by deliverable, based on the client’s timeline, budget and goals. This should be reflective of your discussion with the brand and can serve as a stepping stone for a SOW / formal agreement. No two proposals are the same –– get creative!
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
SEO
The most tossed around word in marketing. It’s complex, and stands for "search engine optimization.” SEO is the art + science of improving a site's visibility to help it rank higher on a search engine's unpaid results page through use of strategic content, key words, meta descriptions and links. Courting Google is definitely a long game.
Breef Tip: Turn to SEO after you’ve nailed paid social and search. SEO won’t drive results overnight.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
SMS Marketing
Simply put, text messaging. An opt-in marketing channel used to communicate with leads + customers to keep brands top of mind and drive repeat sales / interactions. Very successful with core, repeat customers.
How will SMS save the day? Conversion + revenue.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
SOW
Statement of Work. This is the final agreement outlining project goals and deliverables, keeping you and your client on the same page regarding deadlines, scope of work and expectations. Breef helps handle all contracts and payments — we keep it simple. Once signed, you’re ready to get to work!
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Shoppable TV
A shopping experience that allows consumers to make purchases on their TV — often through QR codes or features that have been added to streaming platforms. Examples of this include Roku's recent partnership with Shopify and Peacock's AI integration that allows users to shop for products that they see in their favorite shows.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Short-Attention Economy
The attention economy is the collective human capacity to engage with the many elements in our environments that demand mental focus. So what is the short-attention economy? You guessed it, the lack of human capacity to engage in focus for long periods. Attention spans are getting shorter, and consumers are looking for results ASAP.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Shortlist
If shortlisted, you’re a brand’s top-3 pick (your pitch was that good!). You’ll have the chance to meet the client on an intro call, where you can speak more to your team’s capabilities, your vision for the brand and what specifically makes you a great fit for the project.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Shortlist
Your 2-3 favorite agencies that pitched for your project (It’s always a hard choice!). You’ll meet your shortlisted teams on intro calls and have the chance to learn more about them and their vision for your project + potential partnership.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Snackable Content
Refers to content that is short, to the point and easy to understand. Most often used when referencing content that will be viewed through a mobile experience.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Social Listening
The process of monitoring and analyzing the conversation and sentiment that is occurring online about your brand in order to learn more about your audience — and potential future audiences.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Social-First Content
What every brand needs a lot of! This strategy prioritizes campaign goals + assets based on your audience's behavior on social media. Social discovery is the primary goal.
Breef Tip: Between video, photos, UGC…it’s a lot. An agency can help.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Soft Launch
The initial release of a product or service to a limited audience before a wider public launch.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Sonic Logo
A sonic branding tool that is a short, identifiable auditory signature. An example? The familiar 'ta-dum' that plays when you open the Netflix app on your TV.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Sticky Content
Content that a user remembers after the fact — i.e. intentionally memorable content.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Subscription Economy
An ever-evolving business landscape where brands are leaning into subscription-based models — i.e. business models where customers are paying a reoccurring fee for access to products and / or services.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Supply-Side Platforms
Commonly known as SSPs, supply-side platforms are adtech platforms used to manage the distribution of ad inventory. Also referred to as sell-side platforms.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Thumb-Stopping
Refers to digital content that catches a user's attention in a way that makes them stop scrolling and engage.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
TikTok Notes
The new dedicated photo-sharing app that TikTok has in testing — reminiscent of Instagram.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
UI/UX
Suddenly obsessed with a website? Found yourself clicking ‘buy’ a little too fast? Well, that’s good UI / UX for ya. User interface design (UI) focuses on the aesthetic elements of a product, whereas user experience design (UX )is more concerned with the user journey. Both design concepts play a vital role in the success of a business.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Upfront
A pivotal event where television networks unveil upcoming programming and media buyers purchase ad space. Typically occurring in the spring, this week media giants like Warner Bros, Disney, Discovery, Netflix and YouTube have been pitching advertisers.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Variable Costs
The other side of the coin, as it were: costs that vary depending on how much you produce or sell. These might change according to all kinds of variables and inputs.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Variance Analysis
The analysis between planned and actual numbers — highly recommended when analyzing KPIs.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Vetted Agency
Breef is not an open marketplace –– we vet all agencies to ensure we’re only matching you with the best of the best. When vetting agencies to join Breef, we consider their expertise, past projects, case-studies and more.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Videography
At the heart of every social media channel or website is great video. Created in-house or retrieved from a stock site, videography is strategically used to helps ensure a brand or product is defined (and memorable).
For some brands, videography means shooting a larger, highly produced video. For others, video lends itself to short, snappy storytelling.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Viewability
A metric focused on ads being physically seen by users.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Virtual Events
The new kids on the block. Events held in a virtual environment vs. a physical location. They can be live-streamed or recorded and are a great workaround to physical barriers such as distance, weather + health. 99.9% of the time, they are a lot of fun.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
Weather-wise Marketing
The idea that real-time weather data can give marketers a deeper understanding of their audience and support contextual messaging — as weather can impact a person's routine, experiences and even mood.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
White Label
A product / service created by a company or producer that is subsequently rebranded to appear as if it is made by another company.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
X
The new Twitter? Looks like it! This week, Elon Musk rebranded Twitter to “X”, removing the iconic blue bird logo. This news was met with dissatisfaction from many, and confusion from others — we’ll be keeping an eye on how this rebrand affects the platform.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
YTD Spend
A measure of how much money you’ve spent this year, from the very first day of your calendar year through today’s date.
Breef Glossary
Welcome to the Breef Glossary — all the *lingo* you need to plan your roadmap. We know, in the marketing world, it feels like there's a new term being thrown around everyday. We've got you!
Know all the lingo? Consider the glossary your checklist — there's a lot to remember!
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