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brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

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...

brand touchpoints

Any point where the customer comes into contact with the brand, offering an opportunity to influence their perception/behaviour. Examples include POS, help desks, websites, social media and...

brand refresh

robots

Brands increasingly have to appeal to digital agents in addition to people. Search engines dispatch robots (“bots”, “spiders” or “crawlers”) that visit websites, read and classify the conte...

brand hierarchy

A corporate ranking of various brand assets according to a strategically defined order. Typically presented as an org chart, the brand hierarchy often aims to differentiate the individual s...