When a client hasn’t designed and articulated a new brand’s DNA, or requires a modernization or re-imagination of an existing brand, BB&A’s 9-Point Plan comes into play. Central in this is the Brand Vision Plan, which articulates what the brand wants to be and how it will get there. Flowing into the Brand Vision Plan is an external analysis (Steps 1-4). Flowing out from it are a series of outward and inner-directed actions, that together form a blueprint for brand activity.