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XML (eXtensible markup language)

Extensible markup language (XML) is a markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable. XML files use tags to...

brand manual

A published guide that explains how a brand should be applied. It typically covers the brand idea, logo, colour palette, typography, imagery, tone of voice and usage rules so teams can crea...

values

The principles and behaviours an organisation expects its people to uphold. Values help guide decisions, culture, communication and recruitment. Values are effective when they are specific,...

descriptive names

Names that describe the function of the product or service. Examples: Pizza Hut, China Mobile, General Motors. These names require little thought from an audience. While they add value at t...

top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...