After a style guide is developed, we can work with a media specialist to form a communications strategy that will build on itself. With a strategy in place, we can focus on tactics. Since we have been disciplined in our approach, each tactical piece will interconnect. This will create a powerfully integrated program. Our messaging will be aligned and our look and feel will be established. This will guide us in the creation of diverse media applications, from signage to social. It will always be dependent upon the brand message and the audience it intends to engage. Can a single tactic be effective without this overview approach? Possibly, but it will not be as sustainable. An integrated approach gains equity with each brand impression. Statistics continue to demonstrate that it is still the most effective way to elicit market growth and sales.