Glossary

Brand Activism, or brand activism, is the clear and public commitment of a company or brand to take a stand and act decisively on social, political, economic, or environmental issues that are relevant to society and, often, divisive. It is not limited to corporate social responsibility (CSR), but involves determined action that expresses the brand's core values to contribute to the greater good.

Brand Acceptance is the stage in the consumer decision-making process where, after becoming aware of the existence of a brand (Brand Awareness), they approve of it and include it in their 'Consideration Set', which is the collection of brands they are willing to consider for a future purchase.

A Brand is a complex concept that goes beyond the single name or logo. It is a combination of tangible elements (name, symbol, design) and intangible elements (values, promises, reputation) that identify a company, product, or service, differentiating them from those of competitors. In short, it is the overall identity and the emotional and mental imprint that this leaves in the public's perception.

Brainstorming (literally a 'storm of brains') is a group creative technique used to generate a large number of ideas and find solutions to a specific problem. It is a method based on the free association of thoughts and collaborative discussion.

A Brain Trust is a small, selected group of trusted experts, consultants, or senior figures, assembled with the specific purpose of analysing an ongoing project, identifying problems, and providing strategic, direct, and honest feedback.

BPS is the acronym for Brand Positioning Statement. It is a sentence or a brief paragraph that clearly and concisely defines the essence of a brand, its uniqueness, and its specificity compared to competitors. It is not an advertising slogan, but a strategic document for internal use.

BPA is the acronym for Business Process Automation. It is a strategic and technological discipline that uses advanced software, platforms, and artificial intelligence to automate, manage, and optimise complex, repetitive, and manual business workflows.

The bozzetto (or rough) is a quick sketch, a preliminary prototype of a creative project, used primarily in advertising, graphics, and design. It is not a finished piece of work, but the first visualisation of an idea, intended to communicate the initial concept.

A bozza (in English draft or proof) is a preliminary, incomplete, or non-final version of any creative work (a piece of copy, a graphic, a video, a layout). It is an intermediate stage in the creation process, produced for the purpose of reviewing, correcting, approving, or testing the work before proceeding to the final version.

A Boutique Agency is a communication, marketing, or creative agency that is small-scale and highly specialised. Unlike large 'full-service' agencies, which offer a wide range of services, a boutique focuses on a specific market niche (e.g. fashion, luxury, food, tech) or a restricted set of vertical services (e.g. branding only, digital PR only, interactive experiences only).

The Bounce Rate is a Web Analytics metric that indicates the percentage of visitors who arrive at a website and leave after viewing only one page. The action of visiting a single page and leaving without further interaction is called a 'bounce'.

A Bounce Back (or "Bounceback Offer") is a specific promotional tactic that consists of offering a customer an incentive (such as a coupon or discount) immediately after they have completed a purchase. The aim is to encourage the customer to 'bounce back' and make a second purchase within a short period.

Bossing is a form of psychological violence and abuse of power that occurs in the workplace, systematically perpetrated by a hierarchical superior (the "boss") against one or more employees. This abusive practice, which falls under the category of vertical mobbing, is characterised by intimidation, humiliation, constant and unjustified criticism, and sometimes even exclusion from company benefits. The aim is often to force the employee to resign voluntarily, thereby avoiding redundancy procedures and the associated costs.

In the context of creative agencies, companies, or marketing institutions, a Borsista is a junior professional role, typically a recent graduate or young talent, who has gained access to a limited-entry training-work programme by successfully passing a competitive examination or selection process. This position is supported by a 'study grant' (a grant or a fixed compensation) paid by the promoting body (the company itself or a partner foundation).

A Boom (or 'market boom') is a phase of extremely rapid, sudden, and intense economic growth concerning a specific sector, product, or trend. It is an expansion that significantly exceeds normal growth rates, often driven by a peak in demand, a technological innovation, or a radical change in consumer habits.