Every brand makes a promise to the customer; but a truly strong brand makes a highly relevant and distinctive promise, then delivers it consistently across the board. This is no small task, and one that requires everyone within an organization to know and understand the brand promise and how each and every activity of the company connects with delivering that promise.

If you're an agency or client working together to support trade and consumer programming, then you've got to be working smarter, harder and more effectively. A few key steps to keep in mind for good group dynamics:

1. Client direction.
Keeping the agency moving in the right direction may require more information than you think. A hands off approach to creative solutions can be a shot in the dark. Spend time up-front and have the agency submit their plan with both client and agency input. See if the agency has a preferred process. If not, does the client offer any training that can educate the agency in how its company/groups function.

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