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marketing communications (marcomms)

The use of different marketing channels and tools in combination. Marketing communications are how an organisation brings a message to its desired market, or the market in general. Examples...

brand manual

A published guide that explains how a brand should be applied. It typically covers the brand idea, logo, colour palette, typography, imagery, tone of voice and usage rules so teams can crea...

functional names

Names that explain what a product, service or organisation does. They are easy to understand but can be harder to own, protect and recall because they rely on description rather than distin...

brand gap

The dissonance created by misalignment of a brand's promise and reality. An effective brand strategy aligns what is promised with what is delivered.

cultural statement

A formal declaration that outlines the values, beliefs, practices, and behaviours expected of employees within an organisation. This statement typically reflects the organisation’s mission,...

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...