cost per thousand impressions (CPM)

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...

brand refresh

graphic style

The overall recognisable design of a piece of graphic art. This includes the fonts, colours, layout and other elements used in the artwork. A graphic designer will often use a specific grap...

brand parity

The similarity of two or more brands in terms of perceived rank, status, quality and/or price in the eyes of the consumer.

brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...

tactics

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