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colour system

A system for representing colours consistently. A colour system such as RGB has a limited number of colours, while one such as CMKY has an infinite number of colours.

brand refresh

An update to a brand's identity, messaging or expression without changing the core brand idea. Usually involving changes to key messages and design, a refresh is used to improve relevance,...

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

earned, owned, paid media

These three channel categories generally complement each other in a through-the-line strategy. Earned media is unsolicited positive coverage by third parties. Examples include word of mouth...

below-the-line (BTL)

Traditionally, tightly targeted marketing activities that run outside mass media channels. Includes PR campaigns, direct marketing, promotions, events, sponsorship, and digital channels inc...

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...