See other terms

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

brand refresh

An update to a brand's identity, messaging or expression without changing the core brand idea. Usually involving changes to key messages and design, a refresh is used to improve relevance,...

brand ambassadors

Key people who promote a brand because they believe in it, or are paid to promote it, or both. These people typically have leadership qualities and are enthusiastic about what the brand and...

sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...

ZMOT

Zero Moment of Truth is a term coined by Google to describe the critical moment when a consumer decides to make a purchase after researching a product or service online. By understanding th...