monogram

theory of change

A methodology applied primarily by philanthropy, not-for-profit and government organisations to plan, evaluate and promote long-term social change. Theory of change has a strong influence o...

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

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.

values

messaging

A communication strategy using language and writing to build perceptions in an audience’s mind. Messaging is used to tell stories, make value propositions, influence decision making, and di...

multi brand strategy / multiple branding

A house of brands strategy targeting multiple marketing segments with multiple brands. Examples include Nestle, L'Oreal, Meta.