The Importance of Branding

I think the point is like you can use branding for all sorts and nefarious purposes it's clear throughout history there have been excellent organizations who have done who have been great branders and have done horrific things. That puts the burden on us to do two things I think one is run the company in the best possible way which we talked about in relation to becoming a be corporation, and to seek out like minded clients who are also working to use their business for good. And so that's kind of the second point where branding is ethically neutral, but we can't really afford to be in general I think,. But it feels more pressing right now for some reason where there's so much tension especially

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