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evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.

marketing communications (marcomms)

The use of different marketing channels and tools in combination. Marketing communications are how an organisation brings a message to its desired market, or the market in general. Examples...

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...

content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

business strategy

The overall plan an organisation uses to achieve its goals and compete effectively. Brand strategy supports business strategy by shaping how people understand, remember and choose the organ...