See other terms

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...

communications

The planned use of messages and channels to reach audiences and influence understanding, perception or behaviour. In a brand context, communications encompass advertising, PR, websites, soc...

corporate culture

The shared values, beliefs, attitudes, behaviours, and practices that characterise an organisation and shape its internal and external interactions. Corporate culture plays a critical role...

fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from...