Craft a new brand for LINKEDIN include : 1. The big idea and the new brand A description of the selected idea of the new brand 2. Brand mantras/ brand essence of the new brand Describe the brand mantras of the brand in terms of brand function, descriptive modifier, and emotional modifier. 3. Brand extension fit A discussion of the perceived similarity (e.g., product category, usage situation) and relevance of parent brand associations (i.e., attribute-fit or image-fit) for the extension category 4. Brand elements of the new brand Discuss how brand elements (e.g., brand name, logo, and symbols, slogans, brand colors, characters, spokespeople, and jingles) of the new brand are chosen to synergistically make compelling, memorable, likable, transferrable, and adaptable brand narrative