Brand relevance

Brand relevance is a relatively new concept. This exploration is based on an interview with an undergraduate dissertation student covering my thoughts on it. It’s an example of questions to subject matter expert...

Strapline or tagline

A short, snappy sentence giving a summary of the benefits a brand can offer summarizing its brand positioning.
For example, for Smart Insights we decided on ‘Actionable Marketing Advice’.

Brand positioning

A strong brand positioning is vital for a brand to differentiate from its competitors to explain its benefits. It’s best to think of it from the audiences perspective. Brand positioning has been defined by Kotler...

Brand tone-of-voice

Elements and examples of tone-of-voice guidelines Defining a common tone-of-voice for a company or brand to communicate with its audience is useful for all types of business since it affects the perception of the...

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

Free members can download our free templates and benchmark their digital capabilities.