If you watch TikTok, have children of your own, know a teacher, or have ever listened to a group of kids, you continually find yourself exposed to new words and phrases. Some of my recent favorites include:
Skibidi
Cap
Bussin’
Lit
Rizz
Cheugy
God, I felt old and out of touch just writing that out. Very cheugy, indeed.
However, like most parents, I have no problem admitting I didn’t understand these phrases and their meanings and the correct context to use them. By the time I can confidently use them, they are horribly outdated, and new slang emerges. The cycle continues.
However, when it comes to marketing we often assume a shared understanding of words and definitions we’ve heard and used before.
While words may be commonplace, their meanings often differ between brands and agencies – and sometimes even with shared walls.
This lack of shared definitions and expectations is one of the biggest obstacles to success for marketers, both internally and with external partners. Without ensuring everyone is working off the same understanding of words, there is a chance for a disconnect. Disconnects create the need for additional time and budget, and that isn’t a preferred outcome for anyone.
Marketing Terms Defined
One of the most commonly used and least understood words in marketing is “creativity.” Think about the last time you used it professionally. What did it mean? Is this the same definition you’ve used in everyday life? Likely not.
Should creativity mean doing something that has never been done before? Or should it mean evolving something known so the performance is better? Or can it mean simply doing something differently, even if it’s not necessarily better? Can it mean something else?
“Brand” is another word with a slippery definition. What exactly is a brand? What are the pieces of one? When is it important, and when is it not? Who has a strong brand, and who suffers from a weak one? Why?
The fragmented definition of brand is one of the reasons it is so important to make sure everyone is on the same page if a rebrand is discussed.
A debate within the marketing community is whether to invest in short-term sales activation or long-term brand building. Aside from the very common disconnect on the actual timeline of “short-term” and “long-term,” there is also a good chance how you’d measure each varies by person and organization.
At a more macro level, there isn’t always a shared understanding of what marketing is, or what marketing’s remit should be. Is it just advertising? Is it only/also shorter-term performance marketing? Should marketing be involved in product development? What about pricing strategies? The distribution network?
These are only a few of the words that can have different interpretations.
In our experience, one of the first topics of conversation with any new project and any new partner is establishing a shared definition of words. Without it, frustrations are likely. But with a shared understanding success is more achievable.
Before beginning any initiative, ensure that all internal stakeholders are aligned on relevant definitions and expectations. Write these down and share them when engaging external partners. You’ll be amazed at the resulting quality of discussions, the work, and hopefully, the results.
Skipping this step, however, increases the potential for misunderstanding and frustration. And that would be skibidi, no cap….I think. I need to look those words up again.
Jake Gerber
SVP, Strategy & Planning
Jake was recruited to join Zozimus to establish and run the strategy and planning department, an offering that is normally only found at much larger agencies. He has spent the past 4+ years helping clients across all different industries establish their brand, understand their target audience and create marketing and advertising that drives business results.
BOSTON, MARS
