CONTEXT YOUR BRAND STARTS WITH LISTENING YOUR AUDIENCE Find your brand ’ s salient points. What are your superlatives Find your audience passion points that relate to your brand Unique Premium Sophisticated Refined Exclusive Story Values Travel Discovery Art Environment Global Issues Finances COMMON GROUND (ideas, activities & presence) Managing multi-channel relationships starts with listening. Listening internally to match your brand’s most salient points that align with your audience’s passion points. There’s a sweet spot where you both can co-exist. Brand activities, Content, and key words should align with the common ground between brand and audience.