In this part of this advanced lesson about branding, students discuss statements and ideas about the connection between consumers and brands and say to what extent they agree with them. After that, they match sentence beginnings and endings to complete brand-building strategies (e.g. align with social values by contributing to positive change in the world). Then, students read the statements again and say which strategies contribute most to a brand’s success. They also give examples by considering popular brands. Afterwards, students brainstorm what the alone-together paradox, a phenomenon among consumers, might be. Then, they read a text about the topic and check their ideas. Following that, students read the text again and complete the gaps with the correct form of words (e.g. align, forge, niche, etc.). Finally, they complete statements about consumer behaviour and brand adaptation with their own ideas. They share them with a partner and see if they agree.