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freestanding brand

A brand that nominally exists as an independent entity. For example, Proctor & Gamble’s freestanding brands include Gillette, Pringles and Pampers.

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheape...

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised...

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions. Rebranding involves brand strategy, name, design, digital and...