See other terms

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

brand function

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

brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

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...

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

marketing communications (marcomms)

The use of different marketing channels and tools in combination. Marketing communications are how an organisation brings a message to its desired market, or the market in general. Examples...