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zag

A differentiating idea that drives a charismatic brand, resulting in a disruptive innovation that yields a competitive advantage.

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,...

brand experience

The impression engagement with a brand creates in the mind of a stakeholder. These vary from calculated and targeted experiences such as retail environments, advertisements, websites as wel...

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

brand positioning

The locating of a brand among defined competitors and/or in people’s minds to ensure distinction, and relevance to stakeholders. The positioning includes real competitive differences as wel...

key performance indicators (KPI)

The range of qualitative, quantitative, objective and subjective metrics indicating degree of success. In a branding context, this can include volume or value of market share, perceived awa...