Detailed, specific plan or course of action by which a strategy is to be implemented.

A short descriptor coupled with the brand name. The function of a tagline is to define market space/brand position. Unlike slogans, taglines are only changed when the brand repositions itself by changing its strategic focus.

See: Slogan

Any element of a brand that has physical dimensions or are discernible by the senses.

See: Intangible Attributes

A specified audience based on such factors as demographics (statistics), psychographics (ideologies) and ethnographics (behaviors) for which a brand message is designed.

See: Packaging

First popularized by Malcolm Gladwell (2002) the tipping point is the point at which a brand, movement or other shifts from unknown to popular.

Brand, product and/or marketing development that is driven by internal forces (management).

See: Bottom Up

The brand that comes first to a consumer's mind when asked to list brands in a specific category.

See: Spontaneous Awareness

Any point of contact between a consumer and the brand. Product experiences occur at consumer touch-points.

Identifying all of the points of contact between consumers and the brand throughout the life-cycle of those consumers' relationships with the brand.

See: Touch-Point

The brand name used to identify a product, service or offering under which a company operates. This name may or may not be registered as a trademark.

A name, symbol or design registered for the exclusive use by a brand to distinguish its offering and identify a specific manufacturer, product, or service.

Any product, service, offering or activity, which comes to the attention of the public and gains popularity over time.

Market/trend insight that Predicts a given product, service, offering or activity will gain popularity over a given time, based on its progression from "sub-culture" to "pop-culture."

A blind comparison test, where three products are presented (two the exact same, one different). Consumers are asked to identify which is unlike the others.

See: Degree of Difference

Type style(s) specified for any/all brand communications. Typographic standards may use existing fonts, or they may specify a modified or custom-designed font to enhance the brand message.