This has been most evident in the learning, understanding and translation of an entirely new language and way of conversing. In my previous life where ‘sick’ means good, ‘wack’ means bad and a ‘yard sale’ refers to a spectacular accident, it’s been interesting getting to grips with some new terminology to articulate many of the same brand and creative challenges I faced working within the slightly more gnarly surf, skate and snow sector.
Despite having a fairly good grasp of management language and marketing speak, there have been occasions when I have had to call a time-out and ask for a Simple Simon explanation to ensure we are all singing off the same brief sheet.
Here are a few of my favorites:
Sonic branding
A catchy jingle you can’t stop humming
Viralisation
Creation of memorable email content or video clips recipients will forward to the entire contents of their address book, post on Facebook or re-tweet etc.
Semiotic profile
The meaning of life/understanding why when I see matt black I think about premium hi-fi brands
Way finding
Where are the stairs, where’s the footwear department, where actually am I?
Experiential
Learning about things in an unusual way (very often an unexpected song and dance routine in a railway station)
Intangible dichotomy
It could be this or it could be that - whatever it is - it’s a bit tricky to put your finger on. Possibly the next album from Radiohead
Markers in the sand
Creativity under constraint
Customer intimacy
Treat the customer as an individual
Unspeak
Making things sound more palatable or appealing when they’re actually not (climate change rather than global warming)
Agile project management
Be prepared to bend over backwards and for deadlines to continually shift
Behavioral segmentation
In surfing terms it’s a bit like understanding the difference between goofy and regular riders or the differences between skiers and snowboarders
Any more for any more?
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