Choose an industry (and clearly state which industry you chose).Identify the hot buttons (see examples on p 30) you believe exist for this industry (please choose at least 3 hot buttons).Next, choose a brand that competes in the chosen industry.Explain how that brand delivers on the hot buttons.Develop one new idea for how the brand can improve on a specific hot button.

For example, perhaps I choose grocery stores.I decide what the hot buttons are for that industry and list them.Next,I determine how Publix serves those hot buttons (or doesn't serve, as the case may be).I then develop a new idea for how Publix could better address a particular hot button previously identified.

Hot buttons: Freshness and naturalness, Healthy eating, Ethnic eating, Gourmet Eating, Meal solutions, Low-carb foods, and covienience.