When you think about a company like Apple, just to get into priming again, there was a different study that was done. Those who were shown the Apple logo were more innovative and creative in what they worked on than those who saw the IBM logo. So when you have a really strong brand that stands for something, you can then reinforce that continually. And so I recommend with clients, you know, we look at taking at the Saurus and seeing like what words are associated with this word.