theory of change

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...

values

above-the-line (ATL)

Traditionally this referred to mass media communication channels, including television, radio, print, low CPM digital banner ads and out-of-home media. These channels are useful for reachin...

brand refresh

brand value proposition

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.