The way a brand makes somebody feel, that's like the deepest part of a brand. I mean, if you think that humans don't buy on emotion, it's like youre completely crazy. And getting people just like the problem and the prodt in it again, i think it depends what you're selling, right? That section maybe where brand is more important. If you're selling something that's, i guess, a huge commodity, or something like, i can't think f an example. You can probably turn water into a brand, like like liquid death did, right?