Word of the week #5

Word of the week #5

Mantra

Source: www.Advertisingage.com article about the Tampa Bay Rays MLB team.

Mr. Raymond -- who worked on fabric softeners and panty liners at P&G -- and the team's other top executives have nevertheless engaged in a Procter-style treatment of their brand, complete with a mantra of five "brand pillars" and 30 carefully monitored consumer touch points that help the team monitor consumer satisfaction.

Definition: noun
o A word or sound repeated to aid concentration in meditation.
o A Vedic hymn.
o A statement or slogan repeated frequently

All off-season long, the football teams mantra was "defense wins championships".