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Brand building glossary

reach

An estimation of the number of customers exposed to a brand or communications initiative, such as an advertising campaignitem. In recent years reach has been misguidedly criticised for being an unreliable indicator or vanity metric for demonstrating effectiveness. Reach is a key consideration for building brand awareness that leads to growth.

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sonic branding

The use of music and other sounds to help brands build distinctive, relevant and favourable memory structures that engage audiences. Also called audio branding.

brand DNA

The core idea a brand seeks to be associated with in the mind of an observer. This idea is developed through a brand building methodology.

ZMOT

Zero Moment of Truth is a term coined by Google to describe the critical moment when a consumer decides to make a purchase after researching a product or service online. By understanding th...

rebranding

The strategy of adjusting the brand image of an organisation or other offering to change or maintain stakeholder perceptions.  Rebranding involves brand strategy, name, design, digital and...

mass marketing

The process of targeting large populations with messages tailored for broad appeal through channels with a wide reach.

fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

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