||The idea that human attention is a scarce commodity i.e. seeing attention as a limited resource.
|Customer experience map
||A visual representation of the customers’ flow from beginning to end of the purchase experience, including their needs, wants, expectations, and overall experience.
||A detailed description of a fictional person to help a brand visualise a segment of its target market.
||A person who identifies as part of a world community and works toward building the values and practices of that community.
||A social group linked by a shared belief or interest.
||An item sold by a brand.
||A narrative that incorporates the feelings and facts created by your brand, intended to inspire an emotional reaction.