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slogan

A short line used to express or reinforce a brand idea, campaign message or offer. Slogans are often used in advertising, while longer-term brand lines are better understood as positioning...

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...

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,...

strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheape...