Beginning with consumer understanding: listening to what your consumers say, and hearing what they can't yet articulate; identifying who they are, what they think, how they live, and why they make their purchase decisions Positioning it with consumer relevancy: making what you want to say equal what your consumers hear Aligning it with your business objectives: giving your brand a face, an attitude, a personality - an unparalleled identity Integrating it seamlessly with your medium: creating orchestrated experiences that affect and reflect consumer behavior and purchase decisions