Here’s a list of the words this blog uses and their explanation. Some of them are coined by chagency_ and some of them have meaning in context. This document is continuously updated.



the reverse-engineering of the totality of features, content and stimuli that a user submerges itself into, which results in:

1. them manifesting a variety of feelings towards the company/product
2. adding to the process of brand equity building
3. keeping users engaged into the created realm.

Elegant Simplicity

The fine line between too much and too generic. The balance between special and uncomplicated.

See this article for a more in-depth explanation.

We’re also covering a category “simplicity”.

Consentful Control

Users give you permission to be guided throughout your product or to simply play by the house’s rules – be it app, website, physical store etc.  These rules are put in place to incentivise a certain behaviour. Practical examples:

  • Twitter’s 280 characters limit (incentivises quick, easily digestible content)
  • Snapchat’s (up to) 10 seconds life content (incentivises privacy, or at least used to)
  • Apple calling its specially-trained employees “Geniuses” and the tech support station “Genius Bar” — incentivises expertise recognition
  • Milk and bread being put in the opposite corner of the entrance of a supermarket — incentivises the customer to go through a high number of sections

User Immersion

What any experience should be aiming for. When a user is immersed, they’re probably deploying more than one sense into what was prepared for them.

They’re focusing on the experience and, depending on their personality, will isolate their awareness from the outer world more or less. It draws the most part of their attention and they don’t “buy into” the story given. They are part of it — could lead to an echo chamber among the groups of people developed around the experience.

The process of peer-sharing is a side-effect of them being immersed. That happens thanks to a base of utilitarian value but what springboards that is the mix of simplicity, beautiful looks and social value (social proof, co-op factor, validation bias etc.)

On a darker note, if we were to compare the company to a cult, an immersed user would be their acolyte (that’s an extreme example though). Wherever they see adverts, social media mentions or simply their product, they’re drawn onto them like a magnet — that’s a side-effect of proper equity building.

On the B2B side, effects are of a lesser degree given the audience. However, user immersion can exist in a way that still captures their senses and deploys the social value dimension, minus the acolyte bit.


  • Apple — people camping in tents for days in order to buy their products
  • Supreme in the fashion industry — same queues as Apple but to a lesser degree
  • Adidas/Nike — fist fights starting at sneaker releases
  • Intercom — the business-to-consumer chatting standard
  • Zoom — webinars, virtual events, business video call standard
  • Adobe — the full toolbox for creatives
  • Stripe — go-to payment processor, stress-proof and bullshit-free 
  • MailChimp
  • WeTransfer
  • Amazon’s Alexa 
  • Religions…? Hey, we don’t wanna get into that

Brand Equity Building

The totality of side-effects of all design decisions that waterfall into the image of the company. The value of said brand (can be a personal brand as well).

In other words, the discussion you’ve had more than once with your peers about “What makes you buy Nike” or something similar.

By far the #1 way to build Brand Equity is through an experience.

Utilitarian Value

I’m definitely not delving into philosophy now, it’s not a matter of utilitarianism.

What I mean by that is simply what importance/usefulness/practical output you get out of using a certain product/service. That is, without anything “fancy” added on top.

Fancy could include things like logo, branding, visual identity, advertising, influencer marketing, social media marketing, content marketing etc.

In simpler terms: what do I get out of using what you provide, despite the story or mental concepts associated with your product. If I were to look at what a lipstick does — it temporarily colours the wearer’s lips in a certain shade. The fact that it’s Tom Ford, Balmain or YSL, that X wore it and I’ve seen it on three adverts is the story.

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