The brand proposition sets out the rules to whom, how and why they should believe in a company. More often than not, digital agencies define the experience how we interact with these companies.

So in the digital world everything is great - the appropriate information is presented at the right moment. So what happens when this (sometimes complex) sale moves over to the real world - how are the two connected?

In a brief I'm working on at the moment the truth is not at all. They could be two separate companies. Planners should go undercover and get their hands dirty interacting with brands in the real world and see where consumers want to dip in and out of the digital world. Its not a simple case of they being tarred by the same brush.