Must-know words

There are several words that we must know and don't and there are others we think we know 

and unfortunately don't. 


The only solution is to know them. Some of these are everyday words like brand and trust which we
use at least a few times a day, others are important concepts in communications like brand-levity and 
anthropomorphism, the knowledge of which can add tremendously to better communications. 

Many of these deserve to be even copied for regular viewing! 

 I am sorry about any formatting problems that you may see . I tried this thrice but it always 

had some problems. Kindly excuse any misalignment. 

WORDS YOU MUST KNOW

(These words and concepts are extracted from the forthcoming book Decoding Communications.)

- anthropomorphism      attribution of human characteristics or behavior to inanimate objects,    

                                   animals, or natural phenomena

- aspirational appeal the intrinsic attractiveness of anything due to its ability to fulfill innate   

                                   desires

- atomic                      present in every cell of the brand

- brand                       the soul of an idea, entity or being

- brand appeal           inherent attractiveness of a brand

- brand custodian      legal owner of the brand

- brand extremism     brands which follow extremist views on idea acceptance and intermixing

- Brand Trust Report  a primary research report based on the Trust Matrix

- brand-levity            the forces which allow a brand to automatically grow (naturally 

                                  opposed to the downward gravitational pull)

- buying propensity  inclination to buy

- carrier-owners      carriers, who also own the idea by virtue of carrying and 

                                 transmitting them

- chance                   randomness and unpredictability in anything

- communication      a five stage maturity model of organization with regard to

   maturity model      communications

- communications     the innate attractiveness of something due to its external, visible and 

  appeal                     cognitive quotient

- critical mass          the ‘mass’ at which auto-triggering occurs

- culture                   collective psychology as set by rules, norms and behavior patterns of a 

                                 community

- dopamine               a reward neurotransmitter released by the brain signaling                                                           

                                 'I-want-more’

- ease of                   a primary component of trust derived when a entity displays a welcome   

   approachability    behavior

- emotional appeal  the intrinsic attractiveness of something due to its emotional                                                     

                                 quotient

- emotions                involuntary, subliminal human responses

- endorphins            a neurotransmitter that signals a feeling of well-being

- ethos                      ethics, as propounded by Aristotle in his book, Rhetoric

- externality             that which an entity considers outside the scope of its impact

- goal achievement  desired positive outcome; a driver of human behavior

- icons                      semiotic classification, represents physical resemblance to objects

- idea-chain             the interdependence of ideas, an idea linked to its source and the source 

                                 linked to its source and so on (similar to a food chain)

- idea-extremism      an idea which is fundamentally based on the extermination of other                                                 

                                 ideas

- idea-web                an interwoven web of idea-chains

- indices                   semiotic classification, represents time-space or part-whole contiguity of objects

- internality             that which an entity considers to be impacting (sphere of impact)

- linguistics             study of the human faculty of language

- logos                     logic, as propounded by Aristotle in his book, Rhetoric

- meme                     coded informational unit of thoughts and ideas analogous to the gene

- memetic integrity  a brands integrity to its core proposition

- meta                       beyond the self

- meta-cognition      thinking about thinking

- metaphor               a language usage of explanation by naming something it is not

- metonyms              a word used to substitute other

- mirror neuron       neurons which facilitate imitation in humans

- morphosyntactic   rules that govern linguistic units defined by morphology and syntax 

- My-way strategy   a template or approach to create one’s own unique strategy

- neural learning     the ability of neurons to learn and adapt

- non-consuming      the audience which has very low probability of consuming the entity’s  

  audience                produce

- pathos                    emotion, as propounded by Aristotle in his book, Rhetoric

- phonology              the sound system of a language

- popularity              a brand’s memetic acceptance by significant many

- propaganda           communication aimed at influencing towards a cause

- rational appeal     the inherent logical attractiveness of anything

- reputation             effectiveness of transmitted belief of respect

- resilience              a combination of factors that include adaptability, competence and ability

- rhetor                    public speaker, in ancient Greece

- rhetoric                 ancient Greek art of discourse

- self-esteem            a person’s self-evaluation of his own worth; a driver of human behavior

- semantics               meaning and interpretation of the form of language

- semiotics                science of signs and symbols

- sigma bonds           covalent chemical bond of the strongest type between two atoms;  used in 
                                  chemistry

- social calibration   a personal metric of social hierarchy

- social inclusion      the intrinsic human need to be a part of a social hierarchy; a driver of 

                                  human behavior

- social worth           a person’s relative evaluation of own worth in comparison to others

- spandrel                 characteristic developed as a by-product of an evolved brain

- string theory           universal theory applicable to all things

- sustainable             self-generative, efficient, low waste communications

  communications

- symbols                  semiotic classification, based on social convention or implicit agreement

- syntax                     rules, grammar

- transactional factor an attribute related to the transaction or exchange

- trust                        degree of believability of anything

- Trust Matrix           a matrix of the 61-primary ingredients of trust

- trust paradox          the self-contradicting enigma that states, “if any entity solely focuses on 

                                  building trust, it will lose it in the long run.”

- trustee                    on which trust is bestowed

- trust-lag                 the time lag between the act of trust and trustor belief

- trustor                    one who trusts

- unidimensionality  a related attribute most relevant for trust to be conferred                        

- unidirectionality    degree of interdependence between the trustor and trustee

- unintended              the unforeseen, unknown, but positive consequences that a brand begets                                                      

  consequences          

- utils                         a economic measure of the utility