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corporate identity (CI)

The recognisable public face of an organisation, which includes visual and other tangible elements that define its brand. The combination of name, logo, typeface, and colour palette, as wel...

inbound marketing

A technique for attracting customers to products and services via content marketing, social media marketing, search engine optimization and branding.

brand extension

Applying an existing, usually successful, brand to a new offering. This can add positive equity to the new brand, but risks diluting the essence of the existing brand.

focus group

A research process used to gather qualitative data about a target market or consumer segment. A moderator leads a small group of participants through a discussion about a product, service,...

customer characteristics

Traits that describe a customer. This can cover demographics, interests, and spending habits. Knowing these characteristics can help brands better target and appeal to customers.

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...