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business strategy

The overall plan an organisation uses to achieve its goals and compete effectively. Brand strategy supports business strategy by shaping how people understand, remember and choose the organ...

distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale. Dist...

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.

inbound marketing

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

cultural statement

A formal declaration that outlines the values, beliefs, practices, and behaviours expected of employees within an organisation. This statement typically reflects the organisation’s mission,...

brand identity

A brand identity is the totality of elements that identify and distinguish a brand in people’s minds. These elements include (but aren’t limited to) the logo, colours, typography, images, m...