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brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...

brand experience

The impression engagement with a brand creates in the mind of a stakeholder. These vary from calculated and targeted experiences such as retail environments, advertisements, websites as wel...

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

experiential names

A name designed to convey the customer or user experience in some way. Experiential names can be created through wordplay or alliteration, and may have a sensory component. Examples include...

theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...