The task is to write a 1700 to 2000-word assessment of a brand of choice. three critical questions to answer:

1. Does the brand have a clear brand idea? And, if so, what is it? Provide an assessment of the brand idea. Is it strong, weak, has it stood the test of time? Do they need a new one?
2. What are one or two critical problems facing the brand? These are problems that could threaten the brands future relevance. This could be anything from the fact that they mainly provide a commodity product or service that could be easily copies, or their business model could be Amazonedi.e., a big player like Amazon could move into their territory and overwhelm them. Look for problems that offer an opportunity for major transformation.
3. What is an ideal state for the brand in five years? Knowing only what you know, but feeling free to speculate, what is possible for this brand in the next five years? Would they or could they be in a significantly different business? Who are they competing with? What would weas possible consultants to themadvise them to do to achieve that?