Glossary
The words, defined plainly.
Most of the expensive mistakes in this market are definitional. Someone buys a rebrand when they needed a reposition, or an agency when they needed a decision. These are our definitions, and we argue for them.
All terms
- Repositioning
- Repositioning is changing the claim a business makes about what it is and who it is for, rather than changing how that claim looks.
- Rebrand
- A rebrand is a change to how a business expresses itself: name, identity, language, look. It does not necessarily change what the business claims to be.
- Positioning debt
- Positioning debt is the accumulated cost of never deciding what a business is for, paid down in higher acquisition costs, weaker pricing and slower sales cycles.
- Demand creation
- Demand creation is marketing that makes someone realise they have a problem, as opposed to competing for people who are already shopping for a solution.
- Demand capture
- Demand capture is marketing aimed at people already looking to buy: search, ads, comparison and retargeting.
- AI readiness
- AI readiness is whether an organisation can absorb an AI capability, meaning data, ownership, process and accountability, rather than whether it has bought any tools.
- AI position
- An AI position is what an organisation’s AI programme is actually pointed at: saving cost and time, or capturing opportunity it could not previously pursue.
- Fractional vs advisory
- A fractional executive occupies a seat inside your team and owns delivery; an advisor holds judgement on the decision and does not.
- Costed roadmap
- A costed roadmap is a sequenced plan where every recommendation carries a price, an owner and a position in the order of operations.
Not sure which one you have?
That is the diagnosis, and it is the first thing an Audit settles.