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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...

brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

branding

The process of defining and expressing a brand through words, images and design to influence perception.

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.

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.

launch

A launch is an event or series of events that formally introduce a new product, service, line extension, or brand to the market. The launch typically includes a media conference, product de...