Label: LB

Definition

A word or phrase - self-given by a player or attributed to an opponent - that reshapes or deepens the meaning of the recipient's position, brand, or reputation. A Label, typically rooted in symbols and metaphors, is characterized by simplification, alliteration, and other semantic tricks.

iPad Owners: 'Selfish Elites'

July 29, 2010

The psychological profile of iPad owners can be summed up as "selfish elites" who are wealthy, sophisticated and highly educated, says consumer research firm, MyType.

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Recast: RC

Definition

The reinterpretation of an action, event, information, message, or symbol by a player so as to lend support to that player's position or agenda or to neutralize or weaken that of its rival.

New Perspective On Obesity

July 28, 2010

Hank Cardello, author of Stuffed: An Insider's Look at Who's (Really) Making America Fat, argues for a different approach to viewing (and solving) America's obesity crisis.

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Challenge: CH

Definition

A public appeal, suggestion or demand by a player, designed to mobilize and/or inspire a person, organization or broader constituency to consent or take action. While Challenges may range from timid to caustic, they convey a benefit to the targeted player.

UK PM to EU: Let Turkey In

June 27, 2010

UK Prime Minister David Cameron called on the EU to speed up membership talks for Turkey, which have stalled due to objections from some member nations.

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Pass: PS

Definition

The strategic withdrawal from a marketplace or play action. Typically a player will exit or 'bail out' of a marketplace to preserve its resources and/or focus them elsewhere for competitive advantage.

"Barefoot Bandit" Passes

July 26, 2010

Despite lucrative book and movie offers, the infamous "Barefoot Bandit" is running a Pass, saying he's not interested in selling his story.

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Partner: PN

Definition

A third party aligned with the player but who operates as a coequal. Partners typically receive reciprocal levels of support in pursuit of a common agenda or business purpose.

Partners In Publicity

July 23, 2010

In Touch Weekly reports that Kate Gosselin will join Sarah Palin on a camping trip in Alaska. The two, not coincidentally, both have upcoming tv shows on TLC.

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Call Out: CT

Definition

An overt public expression of doubt or concern, usually aimed at a competing person or organization, intended to call into question a flaw in the opponent's position or message set. Call Outs often have a tone of moral authority; they're judgmental and direct.