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messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and di...

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised...

corporate citizen

The recognition that a corporation has a wider effect on society, and its obligations to society go beyond minimum regulatory compliance and generating profits for shareholders. In many sec...

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...