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

Tagline (also referred to as a Strap Line or Slogan)

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.

Tangibles or Tangibles

Capable of being touched. (1) Tangible assets - manufacturing plant, bricks and mortar, cash, investments, etc. (2) Tangible brand attributes - the product and its packaging. (3) Tangible brand values - useful qualities of the brand known to exist through experience and knowledge.

Tangible Attributes

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

Target Audience

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

Target Market

The market segment or group of customers that a company has decided to serve, and at which it consequently aims its marketing activities.

Tipping Point

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

Top Down (also referred to as Micro Development)

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


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


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

Touch-Point Mapping

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

Trade Name

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.

Trademark (TM)

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.

Trademark Infringement

A trademark registration is infringed by the unauthorized use of the registered trademark, or of one that is confusingly similar to it, on the registered goods or services, or in certain circumstances on similar or dissimilar goods and services.


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

Trend Forecasting

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."


Someone or thing that breaks a traditional mold or routine and gains a following because of it. iMac is an example of trendsetting in design as now office supplies come in the familiar colors and translucent packaging of an iMac.

Triangle Test

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.


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.