touchpoint

experiential names

A name designed to convey the customer or user experience in some way. Experiential names can be created through wordplay or alliteration, and may have a sensory component. Examples include...

mission

top-of-mind

Refers to the presence of a particular brand in the consumer's mind when asked to name brands in a product category. To attain this position, a brand needs a large share of voice in its cat...

values

brand earnings

The cash inflow based on brand alone. Often a challenge to calculate, but several formulas can be applied.

typographic system

A system of fonts and typographic standards that can be applied to express a brand consistently across different applications and channels. Often included in brand guidelines.