The evaluation stage is defined as the 'Information Harvest' as this is when the detail of the marketplace in which the brand will operate will be researched. The objective of the project plan is to agree the branding process and identify the key stages and deliverable within each stage. Typically the project commences with a project-planning meeting in which the scope of the project would be agreed. Roles and responsibilities are defined including confirmation of the members of the Project Team and identifying the key decision makers. Deadlines by stage and the deliverable to be produced are confirmed. Analysis of the 'Information Harvest' defines the dynamics of the marketplace, such as how much of a role personality plays within this specific professional services marketplace, the current success factors and an audit of points of brand interaction. This will define the marketplace the brand will operate within. The first phase of the creative foundation branding process is to audit the marketplace (usually external but in some cases internal) to understand the points of brand interaction. Information on legacy brand values history and the services the brand offers, would be gathered and assessed. The points of brand interaction where the brand meets the marketplace will need to be assessed. Brand interaction is heavily focused on face-to face activity but some interaction is delivered in a non-personal environment such as web sites, research and PR and how the brand communicates in these environments is important. Any market trend that can be identified from the research into the marketplace will also be considered. At the end of the Information harvest stage the values, services and position in market place can be agreed. The "TO-BE" position.