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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.

corporate social responsibility (CSR)

An evolving approach to self-regulation of a business that aims to develop positive corporate citizenship. Includes internal initiatives that aim to reduce or eliminate practices that have...

brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

infographic

A diagram or flowchart with captions and illustrations that makes a complex process or mental journey easier to understand.

generic brand

Generally competing on price, a generic brand presents a product as a commodity. It does not seek the advantages branding offers, such as reputation, recognition and recall.

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...