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X factor

A unique or special quality that sets a product, service, or brand apart from its competitors, for example a distinctive design, a compelling marketing campaign, or a unique value propositi...

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

experiential names

A name designed to convey the customer or user experience in some way. Experiential names can be created through wordplay or alliteration, and may have a sensory component. Examples include...

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,...

inbound marketing

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

brand guidelines

A document that defines the fundamentals of the brand and details how it is to be applied to achieve long-term consistency. The guidelines are usually used to inform designers and other mar...