Feature
Any element of a product service, or experience, that is designed to deliver a benefit.
First Mover
A brand or company that starts a new category.
FMCG
Fast moving consumer goods. FMCG refers to frequently purchased consumer items, such as foods, toiletries and cleaning products.
Frankenbrand
Poorly aligned brand which often is a result from a merger or acquisition; a dysfunctional brand.
Futurecasting
This technique helps to envision future products industries, competitors, challenges, or opportunities; forecasting and imagination are combined.