After reading the Casper case study, provide detailed answers to the following two questions in the text submission box below. Be sure to write in full sentences and use specific examples from the textbook and case study.

$1.$ Analyze Casper's approach to building a brand identity. How did they communicate their values and connect with their target audience?

$2.$ Looking ahead, what potential opportunities and threats do you see for Casper in the evolving market? How should they adapt their IMC strategy to remain successful?