| 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. |
