icon

mission

infographic

A diagram or flowchart with captions and illustrations that makes a complex process or mental journey easier to understand.

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...

brand extension

Applying an existing, usually successful, brand to a new offering. This can add positive equity to the new brand, but risks diluting the essence of the existing brand.

logo

A graphic, symbol or wordmark that represents an organisation, product or service, typically applied to enable identification and promote awareness.