top-of-mind

brand value proposition

brand management

The discipline of developing or maintaining a brand through planning, strategy, execution and metrics to achieve business objectives.

brand strategy

The intentional overarching approach that defines what, when and how to communicate, to advance the operational strategy and objectives of an organisation, or the marketing of a commodity o...

content marketing

The strategy of creating content relevant to a target audience’s interests in order to attract interest in a brand, with the ultimate hope of leading to a sale. Content marketing is typical...

evocative names

Non-obvious names that evoke an association with the product or service, or emotion connected with the brand. These are generally more effective because they are more distinctive, and are t...

brand manager

The role responsible for developing and executing a marketing plan for a branded product or service.