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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...

brand experience

The impression engagement with a brand creates in the mind of a stakeholder. These vary from calculated and targeted experiences such as retail environments, advertisements, websites as wel...

brand revitalisation

A brand alignment with an added focus on modernising an outdated corporate identity.

buzz

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

content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...