Focus on the pronunciation of front
English definition of “front”
› [C] the part of a building that faces or is nearest to the street or that is most often seen or used: shop/store front The shop front occupies a very prominent position on the main street.at the front of sth The new styles were displayed at the front of the store.
› [S] used to refer to a particular area of activity: How are things on the work front? She's very creative on the design front.
› [S] behaviour that a person shows in public and that is different from their real character: Don't be fooled by his apparent sympathy - it's just a front.
› [C, usually singular] a person or organization that is used to deceive people or to hide an illegal activity: The trading company was set up in 2001 to act as a front for money-laundering operations.
in front (of sb/sth) › more successful than other people or companies doing the same job or in the same industry: Major brand leaders got out in front first and have set the pace for other companies.
up front › if you give someone an amount of money up front, you pay them before they do something for you: He wants all the money up front or he won't do the job.
front of mind (also top of mind) › MARKETING if a brand, product, or company is front of mind, it is the first one that people think of when they are considering buying something: We need advertising that will keep the brand front of mind and help reinforce brand values. › considered very important and usually thought of first by people: Food safety issues affect everyone and are becoming increasingly front of mind with consumers today. → See also upfront adjective