How to Speak

A dictionary explaining words, work, and culture at our favourite Scandinavian boutique agency.


A positioning matrix pinpointing a brand’s desired position between opposing values.

4C Analysis

Assessing a brand’s context from an analytical perspective. Short for Company, Category, Consumer, and Culture.


The final design. Fine-tuned, following brand guidelines, and prepared for print and publication


A specific segment in the market where a brand is fighting to win more market shares.

Boutique Agency

A small, niche and nimble agency that is comfortably positioned as underdog.
Warning: tends to bite.

Brand Architecture

How to arrange a company’s brands in the market to avoid cannibalisation and increase commercial synergy.

Brand Activation Platform

A communication concept framing how to make a new brand position come alive.

Brand Drivers

Typically, three adjectives describe a brand. Used to influence a revised design.

Brand Essence

One sentence encapsulation the soul of a brand, its position, and ambition in the market so the brand appears consistent and authentic. Helps align internal and external communication.

Brand Guardian

A person who ensures every print and packaging design stays on-brand across markets.

Brand Guidelines

A set of fixed rules that ensures every print and packaging design stays on-brand across markets.

Brand Hierarchy

The systematic branching structure of a brand’s distinctive elements for its sub-products.

Brand Identity

The visible elements of a brand, such as colour, design, and logo, that identify and distinguish the brand in consumers’ minds.

Brand Message

A set of practices that define how a company will communicate its value proposition and business values.

Brand Narrative

An emotional, streamlined story acts as an organisation’s brand platform to guide future marketing and communication.

Brand Platform

A strategic foundation for thinking and designing a cohesive brand identity and a prerequisite in cohesive communication or marketing alignment.

Brand Pillars

The values and characteristics that make up a brand and define the fundamental points that set it apart from competitors.

Brand Portfolio

Collection of a company’s smaller brands that fall under a larger, overarching ‘brand umbrella’.

Brand Potential

A possible future success in a particular market for a specific brand/product.

Brand Realisation

Delivering a brand promise consistently across all customer interactions/touchpoints.

Brand Space

Available brand (and market) position for a specific brand.

Brand Strategy

Holistic approach behind how a brand builds identification and favorability with customers and potential customers.

Brand Wheel

Visual representation of a brand position to quickly audit brand strategy and relevance.


The promotion of a particular product or company by means of advertising and distinctive design.


Made to promote products and brands through different types of media, most often advertising. Not to be confused with Brand Activation.

Communications Platform

The set of associations which consumers connect to a particular brand, product and company.

Consumer Branding

A Business-to-Consumer marketing approach. Used by brands to establish familiarity, trust and adds value for their customers through, among others, brand positioning.


Consumer Packaged Goods. A product that is sold and consumed/used regularly. Covers food, beverages, technology, and hardware.


An overused term used to explain the promising effects of an advertising campaign.


Anthem of EVERLAND and song by Sash! It is played every Friday, announcing the official Friday feeling. Often accompanied by alcoholic beverages.

Fresh Perspective

A new particular way of looking at things from the outside in. Often based on a 4C analysis.


Fast-Moving Consumer Goods. Products that are sold quickly, at a relatively low cost, and consumed regularly, typically foods, beverages, toiletries, candies, cosmetics and so on.

Guiding Insight

A short, research-based text setting the framework around a brand space leading up to the brand narrative. Typically based on the 4C analysis.


The action or business of promoting and selling products or services, including market research and advertising.

Marketing Mix

A combination of factors, product, price, placement, and promotion, that can be controlled by a company to influence consumers to purchase its products.

Media Agency

A company that advises companies on how and where to advertise through specific channels.


A quick model of what a final product design might look like. Often used to define direction.

Popularity Contest

The ongoing contest of branding in which the brand that sells the most products is most successful.


Short for Point of Sale. The place in a shop where a product or a message is passed from the seller to the customer.

Product Portfolio

The collection of all the products or services offered by a company.


The reason for which something is done, created or exists.

Reason to Believe

A brand’s creditability in the market and the proof of why consumers should trust the brand’s position.


A market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a distinct identity for a brand so it stands out from its competitors in the market.


To design (something) again or in a different way.


To change the image of a brand and its market position in order to stand out from the competition and seize commercial opportunities.


The extent of the area or subject matter that something deals with or to which it is relevant.

Simplify & Amplify

The EVERLAND process. We identify opportunities with a fresh perspective. We define a narrative and boil it down to a brand essence. Finally, we amplify the design experience and bring the brand to life.

Spark Happiness

The brand essence of EVERLAND. We want to spark happiness in everything we do.


A plan of action designed to achieve a long-term overall aim.


The market spaces where a brand can operate before choosing one specific position.

Tone of Voice

The mood, emotion and personality a brand conveys in messages to its audience through specific word choice and writing style.