Breakthrough
If only for a brief, glorious second.
Break-Even Analysis
The spreadsheet exercise where you try to figure out when you’ll stop losing.
Break-even
When your profits finally catch up to your expenses and you realize you’re technically not losing money anymore
Branding
The craft of making sure people recognize your logo faster than they recognize their own face in the mirror, like Snow White stepmother.
Brand Sentiment
The emotional vibe people get when they think about your brand—whether they feel warm and fuzzy or roll their eyes
Brand Portfolio
An infinity work of art that never quite feels finished but always needs a bit more polish
Brand Personality
The multiverse of madness you give to a product.
Brand Perception
What people think your brand is all about even if they don’t understand nothing at all.
Brand Equity
The magical number that tells you how much people emotionally value your brand.
Brand Engagement
Turning casual fans into full-blown fangirls like K-pop stans.