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qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

service brand

A brand representing a service rather than a product.

corporate citizen

The recognition that a corporation has a wider effect on society, and its obligations to society go beyond minimum regulatory compliance and generating profits for shareholders. In many sec...

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...

logo

A graphic, symbol or wordmark that represents an organisation, product or service, typically applied to enable identification and promote awareness.

buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.