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brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

values

The principles and behaviours an organisation expects its people to uphold. Values help guide decisions, culture, communication and recruitment. Values are effective when they are specific,...

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

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...

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

brand value

The net value of the cash flows that can be attributed to the brand dimension of an offering. An intangible asset of a business that helps to make up the difference between a company’s book...