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customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

brand architecture

The hierarchical breakdown of how an organisation and its individual brands fit together. These are segmented into three types: 1. Branded house (a single brand appears on all products and...

creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions. Rebranding involves brand strategy, name, design, digital and...

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...

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,...