Question I'd like to analyse the brand Guinness. The brand is successful for brand repositioning and storytelling but I cannot really come up with a good idea for my assignment below. Could you help me how I can approach? Also it would be fantastic if you provide me with some references. Brands are not just products or services, they are much more than that. Strong brands have personalities, life stories and symbolic meanings. They have identities that ideally resonate with the identities of their intended consumers. However, strong brands know when to change their stories, grow or substitute their markets I need to critically analyse your chosen brands journey through time, discussing how its stories and consumers have changed. Brands as storytelling, archetypal myths and semiotics will be important in this analysis. It could also be that theories of brand revitalization are relevant if the brand has gone through troubled times. Also, important is the recognition of changing consumer tastes and behaviours and how different consumers can be targeted with different stories, images and identities. I should present: Brands journey. Please also incorporate relevant theory in this section to strengthen your argument.