How Intel Created a Core Brand Message

I just wondered how you were able to create the core brand messages yet. For sure this is like alcohol for this person off of this kind of segment or whatever instead of alcoholics who just don't want to have any more alcohol, you know, do you identify that as a starting point because I'm assuming that would be pretty important to Yeah, absolutely. We had Intel through our network obviously through our investors by the time we raised some funding and obviously justOur backgrounds like I said as well earlier on for me I think having the messaging people can make their own kind of relationship with that's the magic in it for me from a branding perspective.