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typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.

brand architecture

The hierarchical breakdown of how an organisation and its individual brands fit together. These are segmented into three types: 1. Branded house (a single brand appears on all products and...

touchpoint

Any instance of personal interaction that offers a brand an opportunity to build a relationship. Each touchpoint should leave a lasting positive impression. Common examples include websites...

brand promise

The unique proposition/benefit/value the brand promises to deliver to its audiences. This statement asserts what people can expect from it. Fulfilling promises builds a stronger reputation...

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

focus group

A research process used to gather qualitative data about a target market or consumer segment. A moderator leads a small group of participants through a discussion about a product, service,...