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creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

logo

A graphic, symbol or wordmark that represents an organisation, product or service, typically applied to enable identification and promote awareness.

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

masterbrand

The dominant brand attached to an organisation's products and/or services. Examples include Virgin, Ford, United Nations.

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