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design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

sub-brand

A strategy of developing one or more branded offerings that are different from, but related to, another branded product or service. Often applied to leverage existing brand value into anoth...

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

omnichannel

A consistent customer experience across multiple channels, online and offline. Websites, apps and retail spaces offering a uniform experience amplifies the effectiveness of the branding and...

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...