Describes a brand that is initially created, sold and distributed online only. I say initially, since to scale and be distributed more widely, the ultimate aim of the owner may be to gain traditional retail distribution...
Branding
Dave ChaffeyBrand 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...
Marketing campaign plan
A marketing campaign defines marketing activities to achieve goals for a business within a timeframe. Goals for the campaign are typically to maximise impact and response for include short term tactical initiatives such...
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...
