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Mark Iorio, Founder of the Mega Group and Co-Founder and Managing Partner of Brand and Culture Alignment Toolkit (BCAT), Tony, and Brian focus in on specific ways in which you can align your brand with your North Star, as well as the commitment that it takes to do so. Mark uses a music metaphor (consonance, resonance, and alignment) as a framework for assessing whether the organization is delivering on the Brand Promise, and if not, where it is breaking down.