Need to Know

Language, phrases and acronyms can complicate and alienate the simplest of ideas. Here is a collection of definitions, concepts, processes and tools (lifted from some of the best in the business) in an effort to demystify design thinking and marketing.


‘Brand Nest’

According to Jeremy Bullmore (former chairman of J Walter Thompson, author and columnist) -"Consumers build an image [of a brand] as birds build nests. From the scraps and straws they chance upon." Thus, a brand name, logo, a single tune, packaging or any visual differentiation or any unique feeling/experience with the brand or any type of marketing activity works like a clue for consumer to preserve an image or perception about the brand in the memory which helps consumer to recall and recognize the brand under different conditions.


Brand Equity

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Call to Action (CTA)



Design Thinking

Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown (see also ‘Human-centered Design’)


Double Diamond

Divided into four distinct phases – Discover, Define, Develop and Deliver – the Double Diamond is a simple visual map of the design process.

In all creative processes a number of possible ideas are created (‘divergent thinking’) before refining and narrowing down to the best idea (‘convergent thinking’), and this can be represented by a diamond shape. But the Double Diamond indicates that this happens twice – once to confirm the problem definition and once to create the solution. One of the greatest mistakes is to omit the left-hand diamond and end up solving the wrong problem.

In order to discover which ideas are best, the creative process is iterative. This means that ideas are developed, tested and refined a number of times, with weak ideas dropped in the process. This cycle is an essential part of good design.


Empathy Map






Human-centered Design

“Human-centered design is a creative approach to problem solving … It’s a process that starts with the people you’re designing for and ends with new solutions that are tailor made to suit their needs. Human-centered design is all about building a deep empathy with the people you’re designing for; generating tons of ideas; building a bunch of prototypes; sharing what you’ve made with the people you’re designing for; and eventually putting your innovative new solution out in the world.”





Insights / Insight Mining






Scrum Master