Select a brand that has both tangible benefits and intangible (emotional) benefits. Then complete the brand profile that we used in class. The brand profile must include: A basic description of the product The tangible benefits of the product The intangible benefits, or emotional connection, of the brand. This is the important one! Imagery that surrounds the brand (eg. describe it like a person) Then try to capture the UNIQUE SELLING PROPOSITION (USP) of the brand in one sentence. This is the most important message about the brand that the company wants you to learn and remember. Note: the brand's advertising should communicate much of the above information, so you may want to start by completing Part 3 first. If the advertising doesn't communicate the brand's benefits and/or imagery well, then either the advertising is bad or you have poorly interpreted the brand's benefits!