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The Evolution of the Brand
I think there is sort of like this. And if we take a step out of the art world a little bit and think about, you know, nouns talk a lot about the meme. And I think we even expand the meme or call by another word which is maybe the brand. And my most up to date take on what nouns is really unlocked is the evolution of the brand of the consumer brand. It's like the next media brand or the next. Early culture matters quite a bit in here. We need to make sure that there's really high signal There's so much nuance in these things that there's a number of different buckets they're trying to achieve.