And you speak a little bit about branding versus marketing. I think they're conflated oftentimes, especially direct response marketing versus branding and just delineate those two. I can do it in two sentences. Branding is your strategy. Marketing is the execution of that strategy. Right? So you're messaging your images, your content, those are going to change. Your offers are going to change. Your products are going to evolve. The brand will not because that is who you are and what you're about.