The Fish story

Glossary

Branding

A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.

Identity

In marketing, a corporate identity is the “persona” of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks. Often referred to as organizational identity, corporate identity helps organizations to answer questions like “who are we?” and “where are we going?” Corporate identity also allows consumers to denote their sense of belonging with particular human aggregates or groups.

Web Design

Web design nvolves the structure of the website including the information architecture (navigation schemes and naming conventions), the layout or the pages (wireframes or page schematics are created to show consistent placement of items including functional features), and the conceptual design with branding.

Public Relations (PR)

PR is a field concerned with maintaining a public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians. Others define it as the practice of managing communication between an organization and its publics.  Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement and do not direct payment. Once common activities include speaking at conferences, working with the media, crisis communications, social media engagement, and employee communication.

Internet Marketing

Internet marketing, also known as digital marketing, web marketing, online marketing, or e-marketing, is the marketing of products or services over the Internet. Internet marketing ties together the creative and technical aspects of the Internet, including design, development, advertising, and sales. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, email marketing, and Web 2.0 strategies.

SEO/SEM

(SEO) is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results. Other forms of search engine marketing (SEM) target paid listings. As an Internet marketing strategy, SEO considers how search engines work and what people search for. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a website web presence.

Graphic Design

Graphic Design is the applied art of arranging image and text to communicate a message. It may be applied in media such as print, electronic media, motion picture, animation, packaging, signs, identities, etc.

Press Check

A press check is a step in the printing process. It takes place after a printing press is set up but before the print run is underway. Areas that are commonly evaluated at a press check are:

  1. Flesh tones or corporate logo match colors.
  2. Overall color balance across the sheet.
  3. Paper stock (checking for correct color, weight or texture).
  4. Content (looking for missing elements and confirming copy changes).
  5. Registration (checking sharpness, color overlapping, edges of images & screened type).
  6. Physical defects (checking for broken type, odd scratches, hickeys, spots or ghosting).