VERB-alize THE EXACT BEHAVIOR YOU WANT
We like to say that, although we are fluent in only one cultural language, we actually speak a number of other kinds of languages. One of those is the language of Marketing. As with any language, Marketing has a good number of different words that marketers use to describe or explain a common concept. But not all of these interchangeable terms for the same concept carry the precise, exact same meaning. Take the words penetration, trial, and adoption for example. All fall roughly within the same conceptual "ballpark," but by no means do they all denote the exact same thing. And when it comes to developing the brand's communications or messaging, the best way to ensure you get the consumer or customer behavior you seek is to "verb-alize" exactly what that behavior is.
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