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vision

A statement describing the future an organisation aims to create or contribute to. An effective vision statement gives long-term direction and helps people understand what the organisation...

brand extension

Applying an existing, usually successful, brand to a new offering. This can add positive equity to the new brand, but risks diluting the essence of the existing brand.

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and di...