Brand Identity ≠ Logo
Customer Retention ≠ Customer Loyalty
Positioning ≠ Proposition
Words shape thinking. Thinking shapes brands. The branding industry is drowning in jargon - terms borrowed, blurred, and used interchangeably until they mean nothing at all. We find that unacceptable.
This glossary is our attempt at clarity. Every term defined as we understand it, through twelve years of building brands that matter. No fluff. No corporate speak. Just the language of craft, explained.