The “Who” is more than just an old classic rock band – it is the focal point of every goal-driven marketing communications plan. CBT offers data-informed analytical expertise that helps organizations gain a clear understanding of the “who” as it relates to their own institutional identity, which in turn helps in developing brand and other components of marketing communications. CBT also specializes in consulting services aimed at helping clients gain a stronger grasp on the “who” in terms of key publics or consumer demographics. Determining these aspects is prerequisite to the development and potential success of any marketing campaign.