Mark Batey's brand approach is summarized on the cover of his book, now translated in several languages, Brand Meaning: "How a company 'positions' a brand is not necessarily how the consumer perceives that brand. Brands allow marketers to add meaning to products and services, but it is consumers who ultimately determine what a brand means. The sources of brand meaning are many and varied, as are the ways in which meanings become attached to brands." Mark offers a range of consultancy services (consulting, workshops, coaching) designed to help a company better understand how consumers find and create meaning in its brands, and to identify where areas of untapped meaning lay. Using a framework that captures the fundamental conscious and unconscious elements that connect people with products and brands, he enables companies to identify and leverage the most compelling elements of their brand(s).