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below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

cost per thousand impressions (CPM)

How much advertisers pay for every thousand ads displayed. (CPM stands for cost per mille – mille being Latin for thousand.)

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

symbol

An image or object that represents an idea, value, or concept. They are often used in branding to create a visual identity for a company or product. Examples include the Nike swoosh, the Ap...