3 Misunderstood Marketing Terms

Kristi Popp/June 24, 2019

3 Misunderstood Marketing Terms

Marketing has been around as long as there have been things to market. As it evolves so do the words we use to describe it, and along with that, countless misunderstandings surrounding those words. Terminology evolves as quickly as technology. So, if you’re one of those people who feel like they can never quite differentiate the buzzword- and jargon-muddied waters of marketing (or if you’re my Dad, Facebook and Facetime) this quick catch up is for you.

1. Brand Design vs Campaign Design

A brand focuses on who you are and why you exist, it encompasses everything from content to values and beyond. Its scope should be comprehensive and long-lasting (we’re talking half a decade or so minimum), and it should consider everyone your brand touches, from the people within its walls, to the consumers of its products or services. It is the platform on which marketing campaigns are built.

A campaign should support a brand and be designed for short-term. They usually revolve around inspiring or informing with more nuanced call to action. Above all, campaigns should reinforce the message and values of the overall brand, but there’s wiggle room to push boundaries within design and copy. Campaigns are a great place to explore trends or feature a product or service in a fresh way.

2. Vector vs Raster

What’s raster? It’s your designer’s worst nightmare when they ask for vector. You know those 8-bit games from the ‘90s (if not, Google away), that is how a raster image can start to look if you enlarge it. There are many different types of files that are raster, and the one thing they all have in common is that the size you can make them is limited. Main file types include .jpg (solid background for print or web), .gif (web) and .png (solid or transparent background for web).

Vector has basically means you can edit or resize it as much as you want without losing quality. You got it, huge, in any color! These typically end in .eps, .ai, .pdf. One tip: just changing the extension doesn’t make it vector.

3. Rebrand vs Brand Refresh

In simple terms, if a brand refresh is a makeover for your company, then a rebrand is the plastic surgery. It’s a change in the colour and style of your hair, as well as the underlying features of your face. While a refresh updates your identity, a rebrand completely transforms it.

Bonus: Font vs Typeface

This one is more of a bonus clarification for all you non-design savvy types out there who’ve ever wondered what your designer friends or team members keep calling what you were always sure was a font. Or if you want to impress those same people, this one’s for you.

Typeface is the more general term, font is more specific. For example: Times New Roman is the typeface (that means it encompasses a whole bunch of different variations … bold, italic, various sizing) a font would be Times New Roman Bold 12pt.

Marketing and advertising saturates the market in our modern world. So understanding what it means will provide an ever-welcomed leg up in the world of brand competition. If you’re still curious, there is always more to know, and at Candeo we’re always willing to educate. So let us know what your burning questions are about branding, marketing, advertising … and even technology (dad, I’m lookin’ at you).