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youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

brand image

What people perceive the brand to be. Brand building activities can help improve a brand’s image.

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

design director

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

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

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