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Brand building glossary

consumer staples

Everyday consumer products that are bought frequently and usually at relatively low cost. Examples include packaged food, drinks, toiletries, household goods, cosmetics and other fast-moving essentials. Also known as fast moving consumer goods (FMCG)

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brand essence

The core message of a brand, usually in a short, simple phrase of one to five words.

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

infographic

A diagram or flowchart with captions and illustrations that makes a complex process or mental journey easier to understand.

tone of voice

A brand’s own unique way of communicating its personality through language to get noticed, remembered and recognised. Tone of voice is a part of the brand identity. Tone of voice parameters...

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

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