How to Create a Brand That's Passionately for Your Group

I don't use any of that sort of stuff. We talk about psychographics, but we really, I don't know, we sort of break down that people are in different tribes, right? And tribes meaning like culture tribes. For instance, when we built the Sailor Jerry brand, I was just going after sort of like punk rock, scuzzy tattoo people with beards,. It's who I built the brand around. So and that's sort of age agnostic, right? Because do you think people obsess about putting people in the age groups when really, I mean, you could be in a punk rock if you're 13 or 93, right? Yeah.