The Tokyo advertising agency Dentsu has used the Honeycomb Model as a tool for planning the branding process; the earliest known description is 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 sets out in a structured way the elements a brand should have, so that they can be fixed as its brand identity, and at the same time lets the brand send four kinds of brand message (Sato, 2003, p. 7). Behind it lies Sato's view of branding as the meeting point of two processes: a deductive one that gives form to the will of the company and its management, and an inductive one that grasps the perceptions in consumers' minds; the aim is to design and offer a "shared value" (Sato, 2003, p. 5; translated). Six cells surround a core value, the brand essence, and form four message layers, from "This is ~" to "You are ~" (Sato, 2003, p. 8, Figure 3). Sato gives the last two layers particular weight, because the relationship between the brand and its customers is embedded in the "brand world" (ブランド世界) that the bundle of messages creates (Sato, 2003, p. 7). In 2014, a Dentsu author called it the brand planning framework that the agency had used for more than ten years and adapted it for fundraising (Hasumura, 2014).