>> Being in the business of branding, you know brands have been around for a long time now.
And if you go to any category, and that's how we start, you know, somebody comes to us
because their brand has either lost relevance, their category it's been around,
they want to make it more relevant to a younger target audience,
or they're launching a new product and they want to be different and stand apart.
You know it, it, it, becomes increasingly challenging as a consultant
and as a design consultant to help the client to say, what, what is that unique
about your product that we could brand it in a certain way.
And, and truly there's, there's a lot of commodity categories out there.
So, you, you know, you go into it with a lot of real, the client places a lot of trust, in, in,
in, you to, to really help, help create a winning strategy for, for the brand to,
to launch in the market and to be successful.
So it takes a lot of rigor.
It takes a lot of thinking, and it's, it's there's discipline involved,
and a lot of analysis, but at the same time, there's a lot of intuition and hunch,
and there's a lot of creativity involved.
And that's not always measurable as black and white, or right or wrong.
So you, you, you really have to believe in sort of your ideas, and, and, and know that they're,
they're really grounded in a big idea for the client.
So, it's hard work, you know, again, we, we work with different brands,
you work in different categories, and you always have to change your thinking about things
and really get up to speed, you know, in that particular category, so.
That would be it.