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audio branding

The use of sound, music, voice and other audio cues to make a brand easier to recognise and remember. Audio branding can include sonic logos, product sounds, hold music, voice treatments an...

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 model

A concise document that serves as a framework for brand building by defining key messages. It explains the brand’s purpose, positioning, promise, personality and DNA. The brand model works...

earned, owned, paid media

These three channel categories generally complement each other in a through-the-line strategy. Earned media is unsolicited positive coverage by third parties. Examples include word of mouth...

core compentencies

The skills and knowledge that allows an organisation to create value for its stakeholders. These competencies vary, and can include activities such as product design, marketing, operations,...