you will select the product/company you are interested in by doing diligent research and identifying a product that is of interest to you and not widely known or is in need of a new image or update to their existing marketing plan. It is best to avoid widely known, successful organizations (i.e. Nike, Ford, Apple, Ulta, etc.). Try to find an organization/product that needs a "face-lift" or is on the verge of collapse--there are several out there, or a small business, non-profit or initiative you would love to be a part of and/or market for a new area or target market. Consider focusing on a specific brand or consumer product that interests you?