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X-channel

Or cross channel, refers to the integration of various marketing channels, such as social media, email, mobile, and web, to create a seamless and consistent brand experience for customers a...

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...

endorsed brand

A strategy involving the explicit support of one brand by another, or by an organisation, celebrity or other entity.

positioning phrase

Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple au...

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...