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Brand building glossary

mission

A statement describing what an organisation does to move towards its long-term vision. In brand building, an effective mission statement should give teams direction while remaining clear enough to inform external communication.

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brand building

Activities that increase the value of a brand. These include branding and marketing communications.

brand refresh

An update to a brand's identity, messaging or expression without changing the core brand idea. Usually involving changes to key messages and design, a refresh is used to improve relevance,...

tactics

The details of how the strategy will be executed. Not to be confused with the strategy itself.

youthquake

A significant cultural, social, or political shift driven by young people affecting consumer preferences.

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...

brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...

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