Story development and corporate-branding efforts are embedded in what I call the foundations of corporate communication. This involves five clusters of activities: (a) continuously gathering intelligence on emerging issues, reputation and alignment measurements; (b) establishing consistency in messaging strategy by launching rules, directives, guidebooks and the like; (c) creating or reorganizing the com - munication function, including lines of authority, well-defined tasks, goals and budgets; and (d) defining a desired corporate position over a long term, which is distinguished by the corporate story and the corporate brand.