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Planning and strategy is key to developing the brands and ensuring they are fit for market – now and for the future. This requires an analytical and collaborative approach and our WPA process (Wisdom, Participation, Articulation) helps us deliver this.
Effective brand strategy provides a central unifying idea around which all behaviour, actions and communications are aligned. It should act as a focus for all those involved in the organisation (employees, stakeholders, suppliers and customers/consumers).