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customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

icon

In the digital world, a small graphic image representing an action, item, function or similar concept. Icons support viewer understanding and can be customised to build brand awareness and...

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...

omnichannel

A consistent customer experience across multiple channels, online and offline. Websites, apps and retail spaces offering a uniform experience amplifies the effectiveness of the branding and...

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

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...