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brand alignment

A strategic exercise aimed at addressing an organisational issue through branding. Effective organisations align business strategy and brand strategy. Also called brand refresh, brand revam...

logotype

A consistent typographical design used to represent the name of an organisation, product or service (as opposed to a graphic symbol). The name can get a graphic treatment such as customised...

segmentation

Tactical division of audiences and markets into groups with defined characteristics.

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...

marketing

The discipline of creating awareness and desire to influence behaviour of a target audience towards a specific outcome, such as sales, sign-ups, or change of lifestyle habits, opinions, per...

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...