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Brand building glossary

motion graphics

Animated graphic design content or video footage which creates the illusion of movement. The term is often used to differentiate from (stationary) graphic design. Motion graphics often feature in commercial animation, video, film and/or audio developed for brand building and marketing communications.

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brand strategist

A person whose role is to originate and develop a brand strategy to help an organisation achieve its goals. Strategists use research techniques and methodologies to generate insights that i...

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...

sales enablement

The process of providing sales teams with appropriate knowledge and support tools to engage prospects and sell effectively.

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised...

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

brand licensing

The sale of usage rights by a brand owner to a third party, often involving fee or royalties.

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