2.2: Key terms and concepts
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Term | Definition |
Attention economy | 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. |
Customer persona | A detailed description of a fictional person to help a brand visualise a segment of its target market. |
Global citizen | A person who identifies as part of a world community and works toward building the values and practices of that community. |
Tribe | A social group linked by a shared belief or interest. |
Product | An item sold by a brand. |
Story | A narrative that incorporates the feelings and facts created by your brand, intended to inspire an emotional reaction. |