messaging

content management system (CMS)

A digital application or platform that enables website content to be managed effectively. Wordpress is the most popular example.

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for bein...

intellectual property (IP)

Ownership of ideas, concepts and content. An important dimension to brand building is staking out legal ownership of valuable trademarks and copyrights.

employer branding

Activity that enhances the perceived value of an organisation to employees and employment candidates.

brand voice

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...