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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...

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

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...

tagline

A common though imprecise term for a line of text in a prominent position, such as fixed under a logo to reinforce a company’s brand.

branding agency

A consultant specialising in devising, designing and developing brands. Clients are typically businesses or organisations that seek a competitive advantage from branding but don’t maintain...

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...