Milton was the board, at the head of the board of directors at s v a. And so in order from my programme to get approved, my graduate programme in branding it s v a, he had to sin off on it. And i had to promise him that i wasn't going to create a programme that encouraged manipulation and greed. It was going to be much more about behavior a psychology and cultural anthropology,. How we can brand movements and use branding to make the most positive changes in the world. I'm really proud, 12 years in that the work that we've done is doing just that.

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