See other terms

copy

Text ready for publication or review. The term originated when a newspaper writer would pass a completed piece to the editor with the instruction to “copy” (reproduce) it.

brand personality

A distinctive collection of human characteristics applied to a brand with the aim to produce a consistent experience that resonates with an audience. These traits align how a brand looks, s...

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...

freemium

A portmanteau of “free” and “premium”. A business model in which a brand offers a basic product or service for free, while charging for premium features or services.

strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheape...

monolithic branding

A branded house strategy built around a single, unified idea. Often applied to achieve consistency and economies of scale. Examples include Google, FEDEX, GE.