Once you have a compelling and well-defined brand, you need to get it to your customers. Traditionally, marketers' primary tool for developing the brand was advertising. Today, we need to draw the brand into as many customer experiences as we can and use it to differentiate channels like retail, the web, customer literature, monthly bills and customer service. The secret lies in understanding the experience your customer is having, or not having, with your brand. It requires a look at how your brand can differentiate these experiences over the long and short term so that your planning can rise above reacting to market pressures. Because we build new retail programmers, develop websites, create customer documents and train people to behave in accordance with the brand values, we are able to identify the most pressing concerns in the organization.