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brand voice

The distinctive way a brand uses language to express its personality and build recognition. Brand voice guides how the brand sounds across websites, campaigns, social media, sales materials...

strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheape...

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...

ethical positioning index (EPI)

A measure of how a company's ethical and social policies and practises compare to those of its competitors. The rating is based on brand positioning as well as ethical variables.

brand purpose

A declaration of an organisation’s reason for being. It expresses why the brand matters and how it benefits the wider world. It communicates an organisation’s fundamental belief and goal th...