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marketing communications (marcomms)

The use of different marketing channels and tools in combination. Marketing communications are how an organisation brings a message to its desired market, or the market in general. Examples...

corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

brand

For organisations, brand is synonymous with reputation. A strong brand is the equivalent to a strong reputation. Reputation is built in multiple dimensions, and is reflected in brand messag...

corporate citizen

The recognition that a corporation has a wider effect on society, and its obligations to society go beyond minimum regulatory compliance and generating profits for shareholders. In many sec...

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...