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unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from...

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...

descriptive names

Names that describe the function of the product or service. Examples: Pizza Hut, China Mobile, General Motors. These names require little thought from an audience. While they add value at t...

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.

corporate identity (CI)

The recognisable public face of an organisation, which includes visual and other tangible elements that define its brand. The combination of name, logo, typeface, and colour palette, as wel...

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.