Define the product to include $(1)$ value proposition; $(2)$ characteristics; $(3)$ Nature of the product. Each of these should be completed from the LSB lens. What is the value proposition for LSB$?$ What are the characteristics of LSB that set it apart in the community? What is the nature of the LSB product as a whole $($this is more than just craft beer. You could replace the word product with the word experience here. How do all three of these items relate to the marketing problem you are solving?