How I Worked With William at ScanSoft

John MacIntosh: William, I've been around embedding images back into the 70s. And believe it or not, we're actually going to talk about branding too. He says he brought William in because he viewed him as one of the smartest messaging and branding people that she worked with. Macintosh: One of the most popular topics on our the next email community is an example. It is about branding. How do you do a rebrand? What is a rebrand, et cetera?