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content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

brand strategist

A person whose role is to originate and develop a brand strategy to help an organisation achieve its goals. Strategists use research techniques and methodologies to generate insights that i...

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...

market segment

A group of potential customers sharing a common need or want that a company can target as a mass.

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...