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brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

focus group

A research process used to gather qualitative data about a target market or consumer segment. A moderator leads a small group of participants through a discussion about a product, service,...

demographics

Statistical data relating to a population and groups within it. Metrics include location, age, gender, income, race and other.

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...

mission, vision, values statements

These interconnected ideas are part of the Balanced Scorecard (BSC) methodology formally applied by many global organisations. In that context these statements clarify the organisation’s ai...