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omnichannel

A consistent customer experience across multiple channels, online and offline. Websites, apps and retail spaces offering a uniform experience amplifies the effectiveness of the branding and...

unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from...

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

motion graphics

Animated graphic design content or video footage which creates the illusion of movement. The term is often used to differentiate from (stationary) graphic design. Motion graphics often feat...

trademark

Intellectual property that identifies an asset as originating from a particular legally-recognised source.

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...