A quick reference guide to terminology used inside Snappy Kraken’s enterprise content management system, the Brain.

Brain

The backend system used to create, edit, and manage enterprise campaign templates. It controls how content appears in the advisor-facing platform and allows for in-depth customization.

Campaign Template

A reusable campaign structure containing all steps (emails, landing pages, texts, social posts), timing, logic, and metadata. Edited in the Brain and published to the content library.

Sales Page

The front-facing preview of a campaign, visible to advisors in the library. Includes images, descriptions, campaign steps, FINRA letters, and video previews. Managed from the Brain.

Timeline Step

Each individual component in a campaign, such as an email, landing page, text message, or social post. These steps are sequenced to form a full campaign.

Visual Builder

The drag-and-drop editor used to design emails and landing pages. Offers blocks for text, images, forms, buttons, HTML, and more. What You See Is What You Get (WYSIWYG) style.

FINRA Document

A compliance-approved document, attached to a campaign. When uploaded to the Brain, a “FINRA Reviewed” badge appears on the campaign’s sales page.

Compliance Note

A field in the Brain used to store compliance tracking numbers or internal comments, which is included in the downloadable compliance PDF.

Featured Image

The campaign's main image is displayed in the library and on the sales page. It is added to the Brain for branding consistency.

Gallery Images

Supplemental images shown in the carousel on the sales page, in addition to the featured image.

Wistia Video

A campaign video hosted via Wistia and embedded on the sales page. Added by pasting a Wistia link in the Brain.

Publish Date

Controls when a campaign becomes visible in the content library. Newer campaigns appear first.

Expiration Date

An optional setting to automatically retire or hide a campaign after a certain date. Useful for time-sensitive content.

User Groups

A permission setting used to control which advisors can access specific campaigns. Commonly used to separate broker-dealer or OSJ content.

Campaign Status

Indicates the campaign’s current state:

• Draft – In progress; not visible to advisors.
• Published – Available in the library.
• Practice – Used for training; not accessible to live users.

Template Locking

Prevents unauthorized edits to templates or individual steps. Helps maintain compliance and consistency across enterprise content.

Default Step

A new email, page, or other campaign step added to a campaign from scratch. Created within the Brain.

Step Delay

Controls the timing between steps. Defined in days or hours from the campaign’s launch date (e.g., Day 7 = 1 week after launch).

Dependencies

Rules that determine when a step should trigger.

Example: “Send Confirmation Email if form is submitted.”

Independencies

Rules that prevent a step from sending under certain conditions.

Example: “Do not send Emails 3–5 if form is already submitted.”

Short Code

A placeholder inserted into content (e.g., [CTA_URL]) that dynamically fills with links, names, or other custom content at launch.

Requires Edit

A toggle that forces the user to open and save a step before launching, typically used when personalization (like a link or name) is required.

Requires Compliance

A toggle that includes/excludes a step from the generated compliance PDF, depending on whether the step must be reviewed.