By establishing a focus and direction in their marketing efforts that extends beyond the current advertisement or direct mail program or current trade show or even the current year's marketing program, successful businesses are able to build on their successive marketing initiatives.

Through pursuit of coordinated and complementary actions, successful businesses create leverage for themselves, ensuring their target market audience is receiving consistent and continually reinforcing messages in everything that the company does.

When a company pursues this type growth and development they are establishing a brand and building brand equity. They are investing in their future.