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Where did this vision come from of you about branding and wanting to build or make or not make brands?

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So I've been working with brands for about three decades.

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I've worked as I said earlier to you, I worked in the advertising industry.

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I work for a brand that is one of the top 100 brands in the world.

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I've seen brands falter. I've helped brands try to succeed and some have not.

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And so for me it's understanding what is it that makes a brand.

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And to me you got to come up with a clear definition of what a brand is.

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And my definition, I'm kind of paraphrasing a great quote from Maya Angelou,

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which is a brand isn't about what it says or does, but how it makes its customers feel.

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So it is about a feeling. That's what a brand is.

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And that feeling resides with those people that consume that brand.

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Doesn't stop you from making all the touch points create that feeling,

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but that feeling exists within the customer, not with the brand itself.

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So how do you build a brand?

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It's like how do you create a human being? Same thing. It's very complex.

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There are things you can control and there's things that you can't control.