This is a figurative representation of the meaning of the activity and prospects (future) of the organization. It explains and demonstrates to all employees and the public what the organization is, what it should become and what it aspires to.

Triggers in marketing are psychological techniques that motivate the visitor to a specific action here and now. For example, to gain access to a free check or sheet "on very favorable terms, but right here and now".

These are the characteristics, properties of the brand or product that create a certain superiority for the company over direct competitors.

A unique product statement is a distinctive consumer motive, an alternative to image and "entertaining" advertising.