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Brand building glossary

X factor

A unique or special quality that sets a product, service, or brand apart from its competitors, for example a distinctive design, a compelling marketing campaign, or a unique value proposition.

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buzz

Marketing term for the information cascade that occurs when people decide a product, service or organisation is worth talking about or interacting with.

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17 April 2026

Sustainability report clarifies the past and anticipates the future

New HKEX IPO backdrop adds bang to the gong

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New HKEX IPO backdrop adds bang to the gong

Branding agency vs online scammers

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Branding agency vs online scammers

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