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GISTICS Glossary
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A
Affinity Alignment
Describes the two dimensions by which individuals assess a variety of different kinds of relationships.
Affinity Alignment Model
A conceptual roadmap that describes how a vendor will partner or compete with the various types of intermediaries in eMediaspace—business entities and individuals who influence customer purchases and loyalty.
B
Badges of Belonging
Brands that signify membership in a peer group, social class, or kenship.
Bandwagon Adopters
Customers of the mainstream who adopt solutions in the heat of market hype, generally following in the footsteps of progressive adopters.
Beta Test Pilots Association
A trademark of Michael Moon, describing a market research panel composed of individuals who agree to test, review, and critique products, services, and brand resources.
Bleeding Edge Pioneers
Experimenters and early adopters of new technology who often tolerate incomplete technical solutions while pursuing competitive advantage.
Brand Bureaucracy
Devolution of the branding authority to a near-clerical task of applying slogans to mature products and services.
Brand eState
The community of 12 stakeholder groups to whom a brand-producing firms relates; the "e" emphasizes the particular importance of opted-in customers, community captains, platform partners, and eService entrepreneurs to how a firm builds its brands
Brand Expression Model
A conceptual roadmap that describes how a firm and its strategic partners (e.g., brand consultancy, ad agency) use its brand storytelling model; the brand story’s type and manner of telling.
Brand Manager
The individual who has principal responsibility for brand-building process of a particular brand, which may include all activities from R & D through post-sales service and training.
Brand Resource
Any reusable physical or digital product or service that touches the buying and using experience of customers; notably, reusable media and information assets used for branding.
Brand Resource Repository
A centralized database of media information and knowledge assets used in the branding process.
Brand Steward
Usually a highly regarded mid-level marketing executive who has influence but no control over the way other marketing managers spend branding dollars. This generally results in branding by committee, a recipe for muddled, fuzzy positioning, impotent branding, and loss of market share.
Brand Storytelling
The process of sellers communicating with customers over a satisfaction lifecycle, moving customers through five stages: awareness, involvement, trial, commitment, and referral
Brand Storytelling Model
A conceptual roadmap that describes how a firm builds its strategic position, and how it specifically "deputizes" community-captains, platform partners, eService entrepreneurs to propagate the brand throughout the market.
Brand Tsar
In companies where the CEO does not exercise branding authority, the one executive chosen to assert enterprise-wide control of the branding process.
Brand Audit Process
Quarterly activity of a brand management team that entails fact-based assessments of the current state of the brand, key customer segments, and competitors and their brands.
Branding Authority
The person or group charged with the responsibility for managing the branding process
Branding Franchise
The concerted work of three or more successful brand identities. McDonald’s, Disney, and Microsoft have all established branding franchises.
Branding Intent Model
A conceptual roadmap that describes how a vendor extends its internal corporate culture to external, customer-focused branding activities.
Branding Theater
The ultimate evolution of brand expression; coordinates a cast of skillful actors, a great script, to the shocking delight of customers.
Brandspace
The physical or electronic area through which brand messages flow from seller to buyer and feedback about the buying and using experience flows from buyer back to seller.
Brandspace Model
A conceptual roadmap that describes how a brand successfully positions itself or items offering in the minds and hearts of customers; strategies and tactics for repositioning competitors.
Brandstanding Website
A Web site dedicated to promoting solo practitioners, contractors, and consultants. brandwidth
Brandwidth
A type of cycletime metric that measures how quickly the brand message becomes adopted by target market customers and other stakeholders; the capacity to create a brand.
Bricks-and-Mortar Firm
Traditional businesses with physical plant and points of market presence.
Broadband Network
A next-generation high speed network services that will deliver rich media brand storytelling to customers and other stakeholders.
Business Design
A conceptual roadmap that a vendor uses to describe its primary customer, the satisfaction that they purchase, the nature and condition of a marketspace, how the vendor transforms its resources into products or services, and how customers transform those products or services into satisfaction.
Business Model
A conceptual roadmap that and a more focused tactical subset of the firm’s business design; how the firm captures value in the form of revenue, profit, discretionary funds of a customer, and market capitalization; how a firm drives its brand into a commanding, unassailable position in the market.
C
C-Captain
Short for community-captain; an individual who pulls together and leads an online community of practice or concern; the person that moderates online discussion groups and enforces consensually agreed rules and etiquette
Circle of 12
A model describing the major stakeholder groups of a brand-producing firm.
Clicks-and-Mortar eBusiness Models
Hybrid of traditional and online businesses, with strong online and flesh world points of market presenc
Communities of Practice/Concern
A group of people dedicated to advancing a set of practices or who share a common concern; they often coalesce around a brand, led by a C-captain.
Community Sticky Notes
Graffiti-like comments appended to a brand Web site, using specialized software.
Contagion
A social phenomenon that describes how fads and trends spread.
Corporate Lifecycles
The stages of growth, development, and maturation of a corporation, characterized by the distribution of authority and responsibility for branding.
Crisp Message
The message that succinctly communicates to a target customer a brand’s satisfactions; based on a hard data success model that describes the target customers.
Cultural Icons
As a mechanism of culture, the cultural icon transmits a set of values, perceptions, and behaviors to current and future generations; brands that transcend mere commercial activity.
Currency of Affection
Branded product or service used to express affection, caring, and status among family, friends, or colleagues.
Cycletime
The amount of time required to complete a business process, successfully deliver an eService to the satisfaction of a customer or other stakeholder, or, the elapsed time for customers to adopt the brand story that anchors and explains the buying and using experience of a product or service.
D
Deep Gravity Well Supersite
Metaphor to describe a strategy for a branded Web site, emphasizing a series of progressively intimate interactions between the brand-producer and customers and other stakeholders.
Demand Creation
Second stage of the value creation process, including the activities of building awareness, trial, and preference for a brand, usually among first-time buyers.
Demographic Success Model
A data set derived from customer and market analysis that highlights the overlap of three customer sectors: most satisfied, most profitable, and most strategic (those most responsible for future market share).
Digital Asset Management (DAM)
A set of practices for managing the creation of electronic files used in the value creation or brand storytelling process.
Dominant Mechanism
Part of the value capture aspect of a business design; represents the way the business get paid and how buyers perceive all the currencies of exchange as fair and equitable.
E
eMediaspace
The convergence of markets, media, and points of market presence framed by the online world (a.k.a. cyberspace), where brand storytelling and transactions occur simultaneously.
Entity Relationship Diagram (ERD)
A technical specification and road map that describes what types of data that the firm must collect and how to join relational database tables (two or more types of data) to create high level business intelligence.
Epiphany in a Satisfaction Lifecycle
Pivotal moment of truth in a stakeholder’s progress through each of five stages in the satisfaction lifecycle.
ePOP
Electronic point of purchase; signage, merchandising, and presentations displayed in a retail location.
eService Roadmaps
A plan specifying progressive deployment of eServices over time by a brand producer; usually reflects the testing and validation of a specific customer or stakeholder group.
eSupply
A combination of digital assets and eServices that fulfill 24/7, self-service customer satisfactions.
F
Firebrand
A brand that has ignited in the hearts and minds of customers through their interactions with the brand-producing firm and other customers.
Firebrand Heat
Multimedia assets added to the brand storytelling process for closer customer involvement.
Firebrand Model
A conceptual roadmap that describes how a firm builds trusted relationships with customers and other stakeholders; strategies and tactics for successfully deploying eServices.
GHIJ
"Get IT" Solution Showcases
Regularly scheduled showcase of promising new technical applications or solutions, hosted by a brand-producing firm for its employees and supply chain partners.
Go-To Brands
Products or services preferred by customers, their first choices.
iCorp
Interactive corporation; an organization that has effective interactive relationships with customers, investors, trade partners, and staff; an organization that delivers online interactive services based on an N-tier computing infrastructure
Integrated Projects Management
The third best practice of firebranding, characterizing an advanced form of project management where each individual contributor has a total, inclusive view of the entire project and the status of each element, usually accessed through a Web browser.
Interactive Bid Procurement
An eService that allows a purchasing or procurement manager to quickly source solutions or providers from a global supply network
Intermediaries
Individuals or groups that influence the buyer-seller relationship, usually aligned with the interests of the buyer.
K
Knowledge Refinery
A specialized Web site optimized to enhance the productivity of knowledge workers, usually front-line professional service providers, field sales staff, or self-service clients; a Web site optimized for delivering answers to the essential questions of knowledge workers and brand eService users.
Knowledge Workers
First coined by management guru, Peter Drucker, describes workers whose primary work product consists of information, generally answers to questions of other knowledge workers or customers.
Locked-In Platform Partners
Third- or fourth-parties who have set up permanent operations on a brand producer’s Web site, thus becoming "locked-in" to that platform.
Loyalty Lock-In
A structure in which brand users trade higher levels of personal services for higher switching costs.
M
Market Category Model
A market or portion of a market that a vendor has targeted to dominate.
Marketspace
Describes a wired marketplace where online and interactive communications influence buyer and seller activities
Middleware Platform
An integrated suite of software applications that enable rapid integration of new capabilities to the basic computing infrastructure of the brand-producing firm; the software "glue" for applications not originally designed for n-tier computing
Monograph
An essay, of any length, devoted to one topic.
N
Naming Convention
Strategy by a brand name and names of ingredients associated with the brand all resonate with the company name, market category, and the brand satisfaction.
Networked Economy
The fifth era of economic history, characterized by the central role of trust networks and how they organize work and productivity.
N-Tier Applications
Current state of the art architecture for enterprise computing optimized for the Internet, permitting applications and systems to interoperate throughout a supply chain, and enabling customers and other stakeholders to interact with core business processes of the brand-producing firm.
O
Offer-Market Development
The first stage of the value creation process, describing how a company begins to commercialize its core competencies and intellectual property.
Opted-In Customer
A customer who agrees in advance to receive messages and other forms of brand communication; often enrolls through a subscription-like service offered by the brand producer.
Orphan Brands
Products or services about which the consumer has heard but with which the consumer has no direct experience; a brand a customer might use, if motivated by curiosity;
"Out-There" Brands
Products or services that the consumer has tried but does not feel inspired to try again.
PQ
Pre-emptive Positioning
Exit point of the offer-market development stage of the value creation process; occurs when a brand manager brings a new satisfaction to market and it reshuffles the hierarchy of desired or expected satisfactions within the customer’s brandspace.
Preferenda
The types of information and experiences that an individual might prefer out of the choices available to them; customer preferences for pacing and structure of information consumption.
Preferenda Model
A conceptual roadmap that describes how a vendor will fulfill customer preferences for pacing and structure of information consumption; for stories of a classic, romantic, or epic motif with a romantic, tragic, comedic, or satirical plot, and for self-service facilities.
Progressive Adopters
A customer who follows in the footsteps of early adopters; also known as a fast follower, rarely innovative but quickly emulates the innovators in a field.
Psychographic Data
A type of survey data that tracks opinion, awareness, and beliefs of a research subject; generally correlates to the process of rationalizing the impulse to buy.
R
Real-Time Resource Allocation
An advanced application of integrated projects management that enables a company to marshal its personnel and resources immediately following a customer request or purchase.
RIOT
Return investment of time
ROI
Return on investment
S
Sales Conversion
Third stage of the value creation process, when customers actually buy a branded product or service.
Satisfaction
What customers buy; generally, a combination of a desire and expectation, as fulfilled through a branded product or service.
Satisfaction Fulfillment
Fourth stage of the value creation process, when buyers and sellers collaborate to realize the full value of the branded product or service.
Satisfaction Lifecycle
A five-stage process that describes the buying, using, and disposing experience of customers, highlighting the essential questions that sellers must help buyers answer along the way; the five stages, from buyer/seller perspectives, include lost in the fog/market creation; decision-making/sales cycle; learning curve/post-sales support; optimization/account management; evangelism/strategic partnering.
Satisfaction Theater
Integrated retail, combining the best of traditional retail merchandising and online eTailing.
Screenagers
Term coined in 1994 by Dave Pola of Morph’s Outpost on the Digital Frontier to describe teenagers with hundreds or thousands of hours with videogame and computer experience; individuals who relate to interactive technology as an extension of their social identity.
Share-Determining Market Sector
The small, generally overlooked portion of a larger market that nonetheless determines a brand’s future share of market; the next generation of customers.
Shared Whiteboard
A specialized software application, accessed through a Web browser or other client, that enable two or more individuals to discuss and illustrate a project.
Smart Media Factory
A group of workers and processes that create and use smart media assets (digital media files explicitly designed for systematic reuse and re-expression across multiple media).
Sonification
The process of adding a sensual dimension to a brand by invoking the warmth of human voice, often richly inflected with emotional meaning, the rhythm of music, and the punctuation of sound effects.
Sourcing
A type of customer behavior; customers in the sourcing mode seek long-term supply contracts, a steady flow of consistently high quality products and services, from a handful of providers.
Stakeholders
Individuals, groups, and companies that have an emotional or economic stake in the health, well-being, and success of a brand and the brand-producing firm.
Storydwelling
A particular kind of Web site optimized for entertainment purposes, combining the best features of interactive multimedia CD-ROMs and multi-user games with traditional elements of broadcast and live performance entertainment.
Strategic Attractors
Elements that the deep gravity well supersite uses to induce a stakeholder to form progressively more intimate, trusted relationships and to reward their contributions; they include a fun user-interface, personalized information, results on demand, community and kenship, and take on a special form at each layer.
Strategic Data Model
The overall specification of data to collect (a family of ERDs) and their instantiation in a particular software application; the master plan for integrating uniform sets of data from multiple production data systems or databases.
Strategic Positioning Model
A conceptual roadmap that describes how a vendor will associate one benefit with one brand and drive this association to one customer segment, dominating one medium or branding channel.
Switchable Brands
Products or services of which customers have some familiarity but to which they feel no allegiance; alternate or substitute choices when a consumer can’t find the go-to brand.
Switchable Customers
Current users of products or services who have not formed an emotional allegiance or loyalty to one particular brand in a category.
Switching Costs
Physical or perceived costs associated with changing from one digital brand to another.
T
Tattoo
The kind of brand that remains a stinging reminder of the dissatisfaction by a customer.
T.I.G.E.R. Units
Acronym for Teams Integrated Getting Excellent Results; a small, self-managing group of people with complementary skills, optimized for a particular result
Training Model
A conceptual roadmap that describes how a firm hires individuals particularly well suited for its internal corporate culture; how a firm trains, motivates, and rewards its workers for producing both explicit and implicit results.
Trust Networks
Central organizing principle for the Networked Economy, describing social groups that share personal information and advice.
Trusted Interactions
Describes a customer’s sharing of personal or confidential information with a seller, with the expectation that the seller will only use it to better serve and satisfy the customer.
U
Uniform Issue-Problem Characterization
A database application and user input form that enables an individual to quickly describe with shared terminology and parameters, the precise nature of a problem or issue such that another knowledge worker can recreate it.
Unit of Work
The primary output of a knowledge worker, usually an answer to another knowledge worker’s question, formatted and presented in a specific way.
V
Value Capture
The overall strategy and particular mechanisms used by a brand-producing firm to structure the transaction between buyer and sellers.
Value Chain
A collection of business entities, each of which contributes a product or service that makes up a finished good (or service) purchased and used by an end-use customer.
Value Creation
A five-stage process that spans offer-market development, demand creation, sales conversion, solution fulfillment, and strategic development. Value creation thus integrates product development, marketing, sales, service, and training.
Value-Creation Model
A conceptual roadmap that describes how a firm sources and transforms raw materials, labor, knowledge, and capital into products or services that customers buy and subsequently transform into desired or expected satisfactions.
Value-Fulfillment Model
The element of the business design that describes how the customer transforms an offering into a satisfaction, either a economic or lifestyle return on investment in the brand.
Vocabulary Attributes Database
An expanding database of vocabulary and attributes that define the brand and everything associated with the brand.
W
Webinar Amphitheater
A suite of applications that enables real-time, online delivery of seminars and other special events, using streaming media and a specialized user interface.
Workflow Modeling Language
Equivalent to a programming language, a workflow modeling language allows a business-process architect and a team of workflow engineers to quickly create a system that maps to existing organizational structures.
Wow
A crisp, engaging story or pitch that frames the selling proposition as, at least in part, and entertainment experience: the sheer delight a prospect feels on imagining a VW Beetle parked in her driveway. The unexpected pleasure of design, the anticipated compliments of friends and passers-by: it all adds up to, "Wow!"
XYZ
XML
Emerging technical standard that specifies how two or more systems can share data through the Web or specialized middleware applications.
Zero Gravity
Effect produced on a business process fueled by eSupply.
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