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zag

A differentiating idea that drives a charismatic brand, resulting in a disruptive innovation that yields a competitive advantage.

brand associations

What people believe, feel and understand about a brand derived from their positive or negative experiences with its products or services.

qualitative research

A market research methodology that aims to understand human behaviour in a market context by observing interactions with sample audiences.

coined names

Names that didn’t previously exist before being created and defined by an individual or team. Examples include Coca-Cola, Google, meme, and the World Wide Web.

market share

The percentage of a market (an industry, or a specific market segment) that is controlled by a particular company or product.

on/off-brand

The degree of correctness of the expression or action of a brand and its desired perception in people’s minds.

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