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brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

customer relationship management (CRM)

The process of managing a brand's interactions with current and potential customers, typically involving the use of software to track and manage customer data and interactions.

business strategy

The overall plan an organisation uses to achieve its goals and compete effectively. Brand strategy supports business strategy by shaping how people understand, remember and choose the organ...

audio branding

The use of sound, music, voice and other audio cues to make a brand easier to recognise and remember. Audio branding can include sonic logos, product sounds, hold music, voice treatments an...

unique selling point/proposition (USP)

The specific reason a product, service or brand gives people to choose it over alternatives. A USP is strongest when it is relevant to the audience, credible for the brand and distinct from...