 
      
      
      
      
      
      
      
     The outlook and intent captured here should help inform all creative and communication outputs. Creative work should be aligned to the brand positioning, which can also serve as a means to evaluate the suitability of creative treatments and concepts.
 
      
      
      
      
      
      
      
      
                                       
                                       
                                       
                                       
                                       
                                       
                                       
                                       
                                      