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X-channel

Or cross channel, refers to the integration of various marketing channels, such as social media, email, mobile, and web, to create a seamless and consistent brand experience for customers a...

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

brand model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works...

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...

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.