brand value

slogan

ZMOT

Zero Moment of Truth is a term coined by Google to describe the critical moment when a consumer decides to make a purchase after researching a product or service online. By understanding th...

generic name

A term used to describe a type of product or service typically not protected by a trademark. For example, “escalator” was trademarked by Otis Elevators but now is referred to by any such de...

consumer staples

brand audit

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typica...

copywriter

The individual responsible for originating marketing messages.