• How is Hillshire Farm brand positioned? How has it evolved over time?

• Based on the information provided, what associations did the then-current Hillshire brand have?

• What was the brand architecture for Hillshire Farm brand?

• Given the descriptions of the "Conflicted Stressed Manager" consumer and the "Upbeat Food Explorer" consumer, do you think it's possible to have a brand that appeals to both target consumer groups? Why or why not?

• Within the snacking occasions, which of the growth areas do you believe is the biggest opportunity for Hillshire Farms based on the growth potential and current company strengths, and why?

• Based on the growth area that you have chosen, which of the options should Hillshire choose - new brand, Hillshire Farm brand, Hillshire Black - and why? What are the pros and cons of this decision?

• How would this fit into or change their current Brand Architecture?