See other terms

viral marketing

A type of marketing where products or promotions are rapidly shared among customers.

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 purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...

vision

A statement describing the future an organisation aims to create or contribute to. An effective vision statement gives long-term direction and helps people understand what the organisation...

through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels...

zombie brand

A brand that is no longer relevant or successful, but continues to exist in a kind of undead state, marketed and sold through aggressive advertising or other tactics. These brands may strug...