The Tokyo advertising agency Dentsu uses the Honeycomb Model to plan the branding process. This profile follows a 2003 article by Gosuke Sato, head of the brand consulting office in Dentsu's Brand Creation Center (Sato, 2003, pp. 4, 7). The model lists the elements a brand should have, to fix its brand identity, and sets out four kinds of message the brand can send (Sato, 2003, p. 7). Sato sees branding where two processes meet. One gives form to the will of the company and its management. The other captures what consumers have in mind. The aim is a "shared value" (Sato, 2003, p. 5; translated). Six cells surround the core value, the brand essence. They sit in four message layers, from "This is ~" to "You are ~" (Sato, 2003, p. 8, Figure 3). Sato gives the last two layers the most weight, because the relation between brand and customer sits in the "brand world" (ブランド世界) that the messages create (Sato, 2003, p. 7). In 2014 a Dentsu author called the model the planning framework the agency had used for more than ten years, and adapted it for fundraising (Hasumura, 2014).