BRAND IDENTITY ≠ LOGO

CUSTOMER RETENTION ≠ CUSTOMER LOYALTY

POSITIONING ≠ PROPOSITION

It's important to use the right words. It may be imperceptible, but it does matter to us. We've simplified everything-branding. Below, in our Branding Glossary, you will find our explanation of branding terms that are free of jargon and full of ingenuity.

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Wants

When basic human needs are more defined and direct. Example: Quenching thirst is a Need, decision to drink juice is a Want, and buying XYZ brand of juice converts it into a Demand.

Wordmark

A Wordmark, also referred to as logotype is a distinct typographic treatment given to a brand name, or any organisation’s name.