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Brand building glossary

creative direction

In brand building, the process of ensuring a creative team’s output is aligned with a company’s brand identity, business strategy and tactical objectives.

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brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

headline

A line of text in a prominent position, such as in an advertisement, or located at the top of a webpage or editorial story, applied to summarise the content and attract readership.

demographics

Statistical data relating to a population and groups within it. Metrics include location, age, gender, income, race and other.

logo

A graphic, symbol or wordmark that represents an organisation, product or service, typically applied to enable identification and promote awareness.

through-the-line (TTL)

A combination of above- and below-the-line marketing. Through-the-line is increasing in popularity and effectiveness, as ‘line’ definitions become more blurred from communications channels...

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

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