Definition- The use of repetition to create a brand identity in the mind of the consumer.
Client Definition-My boss approved last year’s ad, so let’s run it again.
Art Director Definition-I don’t want to come up with a new layout. Can’t I just use last year’s ad and switch out the photos?
Copywriter Definition-We’ll use the headline and copy from the brochure.
Media Buyer Definition-We must run the spot at least 6 times every hour.
Origin-Murky, but was most likely created as an excuse when a Creative Director wanted to know why no one had come up with any new ideas.
Examples of use.
Account Supervisor- We believe that our media buy and new creative strategy will solidify the brand identity in our target demographic, thus increasing our branding.
Creative- It’s not copied. It’s branding!
Global Head of Marketing-What the fuck is branding?