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Brand building glossary

inbound marketing

A technique for attracting customers to products and services via content marketing, social media marketing, search engine optimization and branding.

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distinction

A distinctive quality, such as a unique feature, mnemonic or promise, increase the memorability of a brand. This brand recognition raises the likelihood of choice at the point of sale. Dist...

launch

A launch is an event or series of events that formally introduce a new product, service, line extension, or brand to the market. The launch typically includes a media conference, product de...

brand gap

The dissonance created by misalignment of a brand's promise and reality. An effective brand strategy aligns what is promised with what is delivered.

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

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...

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.

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