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Brand building glossary

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 on brand strategy.

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zombie brand

A brand that is no longer relevant or successful, but continues to exist in a kind of undead state, marketed and sold through aggressive advertising or other tactics. These brands may strug...

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...

mass marketing

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

omnichannel

A consistent customer experience across multiple channels, online and offline. Websites, apps and retail spaces offering a uniform experience amplifies the effectiveness of the branding and...

market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

brand function

The practical role of the brand. For example, how a product, service or organisation might be described on a government form.

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