Nate Jones, a friend of yours, is in the early stages of conducting a feasibility analysis for an e-commerce Web site, which will focus on the sale of products for extreme sports, such as snowboarding, rock climbing, mountain biking, and hang gliding. Nate is familiar with the concept of branding, and knows that because his company is new he’ll have to build a brand from scratch. Compose a 100- to 200-word e-mail message to Nate providing him suggestions for how to approach this task.