
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.
Shame On You, ESPN
July 22, 2010
ESPN's internal ombudsman ripped the network for failing to uphold its code of ethics during the LeBron James "The Decision" coverage.
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Crowd: CW
Definition
The attempt by a player to match or adopt an opponent's position in a marketplace or to affiliate with a trend, idea, or issue.
Chinese Tailored Brands
July 20, 2010
Luxury brand Hermès follows suit (Crowds) with American denim company Levi's, creating a distinct brand for China launching this year.
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Lantern: LN
Definition
The deliberate and preemptive disclosure by a player of its own flaw, mistake, or some source of potential embarrassment or controversy.
A GOP Victory?
July 19, 2010
For the first time, Democrats admit (run a Lantern) that Republicans could win enough seats in the fall elections to takeover the Senate.
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