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co-branding

The process of two or more brands endorsing a product or service. It usually occurs when the brands have similar values and goals, and can benefit from cooperating. Co-branding can help bot...

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

branding

The process of defining and expressing a brand through words, images and design to influence perception.

affinity marketing

A strategy of associating a brand with charities, sport or entertainment events through sponsorships or partnerships to develop reach and create positive impressions among wider audiences.

brand revamp

A substantial update to how a brand looks, sounds or behaves, often prompted by a change in business direction, audience expectations or market context. A revamp usually keeps some existing...

creative brief

The document that informs the creative team about the requirements, objectives and deliverables for a creative initiative. The Stepworks Creative Brief Engine is an interactive tool that st...