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A Glossary of Tonkin® terminology

CUPA®
All of the terms on this page are in alphabetical order except this one. CUPA belongs in this first position because we believe it's the most important topic we could ever talk about with you. CUPA is our acronym for 'Compelling, Uncommon, Perceived, Advantage or Attraction' and it is without doubt the single most important 'Love-it Trigger' a brand should have.

AudioSpiel™
A Tonkin® product. This proprietary audio testimonial product is one of our most popular trust-building tools. Your clients' testimonials are easily recorded by telephone from any client location in the World.

Banker®
A Tonkin® product. A website like no other. It's built to our proprietary standard for maximum brand lovability, not to a price. Instead of focusing on flashy glitz, it oozes content, credibility, attention to detail and trustworthiness. It follows strict navigation protocols and is easy to use. It stops web surfers in their tracks, keeps them captivated longer and converts them into prospects. Most importantly, it increases your sales and profits faster.

Bradlib™
www.bradlib.com is the web address of our CEO's blog. It's about people and organizations around the World who are using brand lovability practices to strengthen and grow their brands.

External friend
This is a term we use when talking about customers, prospects, shareholders or the community (whether it relates to our business or our clients' businesses). This term helps remind us that we should always treat these people with the same level of respect and consideration we would extend to our closest friends.

Friend framing
A method of evaluating the lovability of each of your brand's characteristics (as decribed in our short book entitled Love Cap®).

Internal friend
This is a term we use when talking about employees, contractors and suppliers (whether it relates to our business or our clients' businesses). This term helps remind us that we should always treat these people with the same level of respect and consideration we would extend to our closest friends.

Inviseo®
A Tonkin® product. This is the name of our favourite and possibly most powerful trust building product. It's a video production based on our proprietary formula, designed to make all the invisible Love-it Triggers® in your business, visible (see Love-it Triggers® definition below).

Lovebase®
A Tonkin® product. A searchable, Internet based repository for policies and procedures, that (when used properly by all internal friends), will help your organization build the most loved and most profitable brand in your industry.

Love Capital® (abrev. Love Cap® from our book of the same name)
A form of wealth. A measure of the total amount of 'love' felt for a brand by its customers, prospects, shareholders and other stakeholders. In this definition, the word 'love' represents any of the 35 odd, positive (primary, secondary and tertiary) emotions humans are capable of feeling about a product, service or entity.

Love-it Trigger®
A term we use to represent a brand's 'lovable characteristics'.

Mission Scoreboard®
A Tonkin® product. This is a tool we've developed to keep track of our clients' key performance indicators. It's designed to track performance within the five key areas of business improvement and is the best method we've found for continually monitoring the overall health of our clients' businesses.

Nurturer™
A Tonkin® product. A feature rich, Internet-based, email marketing system, that (when used to keep in touch with and nurture your contacts), will help you build the most loved, most profitable brand in your industry.

Mirror™
A Tonkin® product. When you're searching for ways to improve your brand, looking in the 'Mirror' is the best place to start. This automated, Internet-based feedback system enables us to conduct anonymous surveys, brand lovability assessments (both internal and external), iPinion surveys to measure employees' attitudinal performance, key performance reviews, exit surveys, and so on. We'll provide you with a turnkey solution, then help you review and act on the results.

Sheldon™
A Tonkin® product. Some of our clients needed an Internet-based system that would allow them to produce accurate and complex proposals instantly. It didn't exist, so we built it. Now you can benefit from this efficient, cost saving tool.

Spielo®
A Tonkin® product. The strength of this proprietary video testimonial package (for your website, your reception or your TV campaign), is its believability. When prospects believe and trust you, they're more likely to become your customers.

Steve it
This is a term we use around the office and with clients that means... 'do it once, do it properly' - Just like Apple's® Steve Jobs did.

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    Mugg, with offices in Perth, Western Australia and Melbourne, Victoria, is one of Australia's leading waterproofing companies servicing the residential and comm... Read More
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    Clean Team, based in Perth, Western Australia, are a long established commercial cleaning operation with over 20 years in the business. Although owner Marc Cugi... Read More
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    Abaxa is Western Australia's largest, dedicated, sub-surface detection company and they are a 'Preferred Supplier' of locating services for many Western Austral... Read More
  • Naturally Yours (now Dianne Caine) works with Tonkin to re-brand three product lines
    Naturally Yours (now Dianne Caine), face care, hair care and body care products are made in Canning Vale near Perth, Western Australia. All of the products are... Read More
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    We were lucky to meet Peter Day at the point when he was looking to start a new business. We assisted Peter with his choice of industry and then put in place a... Read More
  • HLEC (now Jem), works with Tonkin to launch new brand identity
    Jem is a corporate health and lifestyle company helping to improve the lives of employees on mine sites throughout Australia. Under the direction of Managing Di... Read More
  • Lake Macquarie City Council engages Tonkin to manage Brand Lovability Project
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  • Abaxa works with Tonkin to incorporate brand lovability improvements into new website
    Abaxa is Western Australia's largest, dedicated, sub-surface detection company and they are a 'Preferred Supplier' of locating services for many utility asset o... Read More
  • Coopers Landscaping engages Tonkin to manage Brand Lovability Project
    Coopers is an up and coming landscaping company, based in Perth, Western Australia. Owner Jon Cooper is on a mission to build his brand into the most loved bran... Read More
  • Swan Christian College engages Tonkin to manage Brand Lovability Project
    Swan Christian College is a co-educational, K to 12 school with over 1300 students. Situated in Metropolitan Perth at the gateway to the Swan Valley, Swan Chris... Read More
  • Tays engages Tonkin to manage Brand Lovability Project
    We were lucky to meet Peter Day at the point when he was looking to start a new business. We assisted Peter with his choice of industry and then put in place a... Read More
  • Artisan Furnishings engages Tonkin to manage Brand Lovability Project
    Artisan Furnishings would have to be one of the fastest growing cabinet making operations in Australia. With new premises being completed in six months time (in... Read More
  • Zellabox works with Tonkin to launch advertising and marketing campaign
    Zellabox was established in 2009 by Clinton and Angie Keeler for the purpose of offering a robust solution to protect ICT infrastructure in a variety of environ... Read More
  • McKenzie Ivanhoe Realtors (now Soco), works with Tonkin to launch new brand identity.
    Soco Realty is a local real estate agency in South Perth, Western Australia. Owners of this small business, Ashleigh Goodchild and Bill McKenzie, have big plans... Read More
  • A1 Waterproofing engages Tonkin to manage Brand Lovability Project
    A1 Waterproofing, with offices in Perth, Western Australia and Melbourne, Victoria, is one of Australia's leading waterproofing companies servicing the resident... Read More
  • Habitat 1 works with Tonkin to launch advertising and marketing campaign
    Habitat 1 is one of Western Australia's fastest growing, full service, design & construct companies comprising architects, interior designers and a builder.... Read More
  • Habitat 1 engages Tonkin to manage Brand Lovability Project
    Habitat 1 is one of Western Australia's fastest growing, full service, design & construct companies comprising architects, interior designers and a builder.... Read More
  • Naturally Yours engages Tonkin to manage Brand Lovability Project
    Naturally Yours face care, hair care and body care products are made in Canning Vale near Perth, Western Australia. All of the products are non-toxic, biodegrad... Read More
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    Anjo Electrical Group is an Australian leader in the design and manufacture of Switchboards for use in the mining, industrial and oil and gas industries. Anjo i... Read More
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    SCH Homes is another rapidly growing company to join our client list. In just a few years, Shane and Leigh Hannah have established an enviable reputation in Wes... Read More
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    Zellabox was established in 2009 by Clinton and Angie Keeler for the purpose of offering a robust solution to protect ICT infrastructure in a variety of environ... Read More
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    Secure Server Solutions was established in 2009 by Clinton and Angie Keeler for the purpose of offering a robust solution to protect ICT infrastructure in a var... Read More
  • HLEC engages Tonkin to manage Brand Lovability Project
    HLEC is a corporate health and lifestyle company helping to improve the lives of employees on mine sites throughout Australia. Under the direction of Managing D... Read More
  • Etro works with Tonkin to implement advertising and marketing campaign
    Etro Bar and Bistro is one of Perth's most popular CBD eateries. Etro caters for the stylish, business set in the heart of the King Street fashion centre of Wes... Read More
  • Electrical Automation engages Tonkin to manage Brand Lovability Project
    Electrical Automation specialize in Electrical and Pneumatic control systems for machinery. From their premises in Wangara near Perth in Western Australia, owne... Read More
  • Etro engages Tonkin to manage Brand Lovability Project
    Etro Bar and Bistro is one of Perth's most popular CBD eateries. Etro caters for the stylish, business set in the heart of the King Street fashion centre of Wes... Read More
  • Performance Tiling engages Tonkin to manage Brand Lovability Project
    Performance Tiling is a Perth-based, commercial tiling specialist with the ability to deploy teams of tilers to work day or night, on any size project, in any l... Read More
  • CleanTeam WA engages Tonkin to manage Brand Lovability Project
    Clean Team, based in Perth, Western Australia, are a long established commercial cleaning operation with over 20 years in the business. Although owner Marc Cugi... Read More
  • McKenzie Ivanhoe Realtors engages Tonkin to manage Brand Lovability Project
    McKenzie Ivanhoe Realtors is a local real estate agency in South Perth, Western Australia. Owned by Ashleigh Goodchild & Bill McKenzie, this small business... Read More
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    Abaxa is Western Australia's largest, dedicated, sub-surface detection company and they are a 'Preferred Supplier' of locating services for many utility asset o... Read More
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    Owned by Sheldon Fassom, First West Home Loans is a boutique finance broking company operating out of Nedlands in Western Australia. Sheldon's initial objective... Read More
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    Owned by Sheldon Fassom, First West Home Loans is a boutique finance broking company operating out of Nedlands in Western Australia. Sheldon's initial objective... Read More
  • WH Locations engages Tonkin to manage Brand Lovability Project
    Abaxa is Western Australia's largest, dedicated, sub-surface detection company and they are a 'Preferred Supplier' of locating services for many utility asset o... Read More