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strategy

The intentional overarching approach an organisation takes to outperform rivals. Usually by offering something no one else can sustainably offer, by doing what everyone else does but cheape...

messaging framework

A structured approach to articulating the central messages of a brand prior to amplification in various channels. The messaging framework may include a brand strategy, brand model with prom...

brand audit

A research initiative designed to obtain an understanding about the reality of a brand. It explores and identifies the brand's, and competitors, current positioning in the market. It typica...

marketing communications (marcomms)

The use of different marketing channels and tools in combination. Marketing communications are how an organisation brings a message to its desired market, or the market in general. Examples...

segmentation

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

acronym names

Names created by abbreviating two or more words, ideas or names. Either pronounced letter-by-letter or as a word. Examples include IBM (International Business Machines), H&M (Hennes & Maur...