(... well, Sheldon’s definitions ...)

By Sheldon Poon, published on

last updated - 2022-12-29

Unnecessary Introduction

Marketing is a complex field with its own vernacular. It's important to be clear about what we're talking about and to be clear about our terms.

As such, this article is a "living" document that gets updated periodically to provide context whenever we're getting into deeper topics. This page can serve as a reference to make sure we're understanding the same concept.



Definition: the perceived emotional image or identity of a company or product. The overall perception of the company by its customers.

Activities: see “branding”

In Depth: the idea of “brand” is probably one of the most talked about subjects when it comes to marketing, sales, and business in general. Different ideas and definitions have been discussed over the years since “marketing” became a thing in the late 1800s. Personally, one of my favorite definitions of this idea comes from Marty Neumeier’s “The Brand Gap”. In short, a “brand” is the overall perception of the company by its customers.

It’s like a company’s reputation, but because it’s from the perspective of all of its customers, it’s not a unified understanding or a single definition. Instead, it is the combined understanding of what the company is. Therefore, when you are creating a “brand” you are creating a perception in the minds of everyone who encounters your company and your goal is to have a general consensus that matches up with your intentions of how you would like to be perceived.



Definition: the process of creating and establishing a brand.

Activities: creating a logo, designing a website, creating marketing campaigns, and developing a distinct voice for the company.

In Depth: [ coming soon ]



Definition: a visual representation of the company's identity. A single element that helps to create a brand, but it is not the only factor.

Activities: see “branding”

In Depth: [ coming soon ]



Definition: the process of promoting and selling a company’s product or services.

Activities: creating a brand, designing a website, creating marketing campaigns, and developing a distinct voice for the company. Supporting “sales” through the creation of sales material and collaborating on matters of “strategy”.

In Depth: [ coming soon ]



Definition: the actual process of closing the sale and exchanging money for a product or service.

Activities: prospecting (cold-calling, email outreach, “knocking on doors”), setting up meetings, negotiating terms, and closing the sale. Presenting sales materials, writing up proposals and contracts.

In Depth: [ coming soon ]


RFP (in Marketing)

Definition: RFP stands for Request for Proposal. It is a document that a business or organization creates when it wants to solicit proposals from potential vendors or service providers for a specific product or service.

Activities: outline project requirements, interview stakeholders, internal team discussions, and create the RFP based on the client's requested format.

In Depth: The RFP typically outlines the requirements for the product or service, the timeline for delivery, and any other relevant information that potential vendors or service providers need to know in order to submit a proposal. The RFP process allows businesses to compare proposals from different vendors or service providers and select the one that best meets their needs and budget.

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