In the ASICS case study (reviewed in tutorial 5, week 6), ASICS wanted to establish the brand as more 'fun and exciting.' What was the main motivation behind this? a. To establish brand feelings that tie in with ASICS's current brand personality b. To expand the customer base to a wider audience, especially atttracting the 'fun run' segment c. To attract more perfomance-oriented consumers d. To promote it's new sponsorship of the New York City marathon