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quantitative research

A market research methodology that aims to understand human behaviour through collection and analysis of data.

customer experience (CX)

The overall experience the customer undergoes when interacting with a product, service, organisation or brand. This experience is generally formed from contact with brand touchpoints.

mission

A statement describing what an organisation does to move towards its long-term vision. In brand building, an effective mission statement should give teams direction while remaining clear en...

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 guidelines

A document that defines the fundamentals of the brand and details how it is to be applied to achieve long-term consistency. The guidelines are usually used to inform designers and other mar...

brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...