A client recently repositioned their brand by changing the focus from "analytics" to "intelligence," reflecting a desire for more precise decision-making tools rather than just numbers on a dashboard. This change in language emphasizes the platform's ability to provide concrete recommendations for action and automated real-time adjustments. The new term, "intelligence platform," is part of a broader concept called a brand lexicon, which is a vocabulary list that reflects a brand's values or marketing message. A lexicon serves several purposes, including improving consistency across marketing channels, speeding up content development, and establishing a clear brand identity. To build an effective lexicon, one must gather insights from various sources, such as customers, competitors, and internal discussions, to identify core words and phrases that align with the brand's values and messaging. A well-crafted lexicon should be concise and serve as a guiding tool for content creators, helping them stay true to the brand voice while avoiding negative connotations.