The document discusses strategies for building and transforming the FileNet brand. It outlines conducting a brand situational analysis to establish a brand foundation based on mission, values, and focus. It then discusses developing a brand strategy centered on positioning FileNet as an enterprise content management solution that streamlines processes, connects information systems, and manages all forms of content. The document also outlines transforming the brand from a product-focused, cluttered messaging approach to an elevated brand focused on engaging messaging and solutions for specific industries.