AAR & Company To Launch “What Is”, A Marketing Glossary For SMEs

AAR & Company is set to launch What Is, a practical and easy-to-understand marketing glossary designed for small-medium enterprises. Going live on 15 June 2025, this glossary aims to simplify complex marketing terms with clear, real-world explanations.

What Is breaks down marketing language into short, useful definitions that reflect how terms are actually used in business, from understanding positioning to clarifying marketing strategies. It’s built to help marketing teams make quicker, smarter decisions without getting bogged down by theory or jargon.

“This glossary was shaped by real conversations with SMEs and entrepreneurs who just want straight answers,” said Azleen Abdul Rahim, AAR & Company’s Senior Partner. “It’s about clearing the fog so marketing becomes less complicated and simplified.”

The initiative is part of AAR & Company’s broader ecosystem, which includes Advisory and Templates. Together, they empower businesses to be more in control of their marketing. The list of terms will grow steadily over time to cover nearly every concept and phrase a modern business team might encounter in marketing. What Is will be free to access and updated regularly to stay relevant to evolving needs and trends.