Planning is where we ensure that the results of the research
process are converted into a series of supporting brand
propositions. Where necessary we will employ business processes
that enable the 'brand and its market' to become fully integrated
and resonate with each other. It is here that we weave the magic to
embed a genuine affinity between brand and user, thereby creating
Emotional Capital and helping the brand occupy a different space
from its competitors.
Step 3: Alignment
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