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theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

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...

colour system

A system for representing colours consistently. A colour system such as RGB has a limited number of colours, while one such as CMKY has an infinite number of colours.

communications

The planned use of messages and channels to reach audiences and influence understanding, perception or behaviour. In a brand context, communications encompass advertising, PR, websites, soc...

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.

brand equity

The intangible value of a brand relative to how recognisable it is, derived from aggregated stakeholder opinions. Not to be confused with brand value, the economic worth of a brand.