Yeah, well, when I talk about brand health in this context of the book, I am talking mainly about the stuff in people's heads. So, you know, there are some people who widen this definition to brand health to talk about financial metrics and all of that side of it. Yes, they're important in the holistic sense, but I'm talking about more. What's commonly referred to as the brand health tracker. And about the tracks, the memories that people have, the thoughts and feelings that people have about brands in the category. And when you're talking about those, it's not so much about healthy and unhealthy. It's about more of a jigsaw puzzle horses for courses, where there might be some areas where you're doing well and some areas with room for improvement. Just like when you go to a doctor and you have a health checkup and they might say, yep, your height and weight is good, but your cholesterol needs some work. All right, and get the remedy, you go away, you do that, you come back, and hopefully, next time you go down, you get measured, your cholesterol has been fixed, but maybe, you know, your feet are hurting because you think something else. And so, you know, all of those things can happen as you're dealing with a quite complex entity and trying to keep it on the right path it needs to be. Interesting.

And what would you say the signals are for like the symptoms of a healthy brand?

I think the key symptoms of a healthy brand, I think the key things are the symptoms of an unhealthy brand. And the symptoms of an unhealthy brand is it's either starting to be forgotten or it's not being remembered for the right reasons.