monolithic branding

corporate citizen

The recognition that a corporation has a wider effect on society, and its obligations to society go beyond minimum regulatory compliance and generating profits for shareholders. In many sec...

brand awareness

The degree to which a defined audience can identify a brand, as well as their familiarity with its unique promise and other messaging.

mission

design director

The individual in a branding agency responsible for ensuring a creative team’s design proposals answer the creative brief.

focus group

A research process used to gather qualitative data about a target market or consumer segment. A moderator leads a small group of participants through a discussion about a product, service,...

repositioning

The process of evaluating and potentially adjusting core aspects of a brand to achieve the objectives of a particular marketing strategy.