2-18. Identify a business in any market based in your country that has seemed to defy modernization. This could be a traditional form of business that has not embraced marketing, the internet, or other forms of marketing communication. Perhaps until this point in time the business has not needed to look beyond its regular customer base, but has since lost market share to more forward-looking competitors. Look at the business with fresh eyes and create a company or brand image for it. Reinforce the image with a list of key attributes that should be pushed in any marketing communications in the future.