Pick one of your favorite brands. Describe what the brand promises (the bundle of promises made by the company to the consumer) look like, and how those brand promises impact you. Are there any aspects of their brand promises that you feel is not on target, or could be adjusted a bit? DO NOT go to the company website or other materials and just copy the advertising jingle or tagline. Think of and identify what the promises are that the brand makes to you. Dig down into the inherent nature of the product (good or service) itself.