Positioning is an ongoing process. Once the brand starts living and interacting with stakeholders, it becomes necessary to monitor the reception of the brand over time in order to take advantage of any new opportunities in the market. Monitoring the brand means regular meetings in which FORMA’s directors work with clients to understand how the essence of the brand is being interpreted by stakeholders and adjust the brand strategy accordingly. Furthermore, positioning involves capitalizing upon any internal client networks to the advantage of the brand. This can open new markets for the brand as well as lead to co-branding opportunities with other companies.