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fast moving consumer goods (FMCG)

These products are sold quickly at a relatively low cost. Examples include non-durable household goods such as packaged foods, beverages, toiletries, confectionery, cosmetics, over-the-coun...

touchpoint

Any instance of personal interaction that offers a brand an opportunity to build a relationship. Each touchpoint should leave a lasting positive impression. Common examples include websites...

slogan

A short line used to express or reinforce a brand idea, campaign message or offer. Slogans are often used in advertising, while longer-term brand lines are better understood as positioning...

corporate values

The set of principles and beliefs that guide the behaviour and decision-making of an organisation. These values typically encompass the organisation's mission, vision, and culture, and are...

transcreation

A compound of "translation" and "creation", it’s the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. An effective transcr...

compound names

Names that combine two or more words or ideas. Examples include Microsoft (microcomputer + software), Netflix (net + flicks), Walmart (Walter + mart). Also called portmanteau words.