This is the word of the Lord, our God.

Now when Jesus came, he found that Lazarus had already been in the tomb four days.

Bethany was near Jerusalem, about two miles off, and many of the Jews had come to Martha and Mary to console them concerning their brother.

So when Martha heard that Jesus was coming, she, she went and met him, but Mary remained seated in the house.

Martha said to Jesus, "Lord, if you had been here, my brother would not have died.

But even now I know that whatever you ask from God, God will give you." Jesus said to her, "Your brother will rise again." Martha said to him, "I know that he will rise again in the resurrection on the last day." Jesus said to her, "I am the resurrection and the life.

This is the word of the Lord our God.

Now a certain man was ill, Lazarus, with Bethany, the village of Mary and her sister Martha.

It was Mary who anointed the Lord with ointment and wiped his feet with her hair, whose brother Lazarus was ill.

So the sisters sent to him, saying, Lord, he whom you love is ill.

But when Jesus heard it, he said, this illness does not lead to death.

It is for the glory of God, so that the Son of God may be glorified through it.

John's gospel

well? Of course you do.

I'm sure you love John's gospel.

If that's the case, you know this, don't you? If I'm going to be quite simplistic about it, John's gospel kind of divides, doesn't it, into two? So you have in the second half of John's gospel, you've got the lead up to Calvary, don't you? You've got the passion.

You've got Jesus' death, his resurrection.

What about the first half of John's gospel? The first half, well, it deals with Jesus' public ministry, doesn't it? His ministry amongst the Jews.

And how is that first half arranged? It's structured, isn't it, around seven miracles that Jesus does.

really loves our brother.

Isaiah 22 from verse 15.

This is, uh, the word of the Lord, our God.

Thus says the Lord God of hosts.

Come, go to this steward, to Shebna, who's over the household, and say to him, "What have you to do here, and whom have you here, that you have cut out here a tomb for yourself? You who cut out a tomb on the height and carve a dwelling for yourself in the rock? Behold, the Lord will hurl you away violently, O you strong man.

He will seize firm hold on you and whirl you round and round and throw you like a ball into a wide land.

There you shall die, and there shall be your glorious chariots, you shame of your master's house.

Yeah.

Yeah, any bigger than that.

It's just, you can't, it becomes like, everyone's been in those brainstorms where they get everyone together like, all right, let's all throw out ideas for half an hour and you just stare at each other.

But, you know, us, it's just us being in a room, like I said, trying to, make the other three people on the call laugh.

And, you know, and then eventually, like, a lot of our stuff, it's like, hey, let's say the stupidest thing we can, make some funny jokes.

And then with Liquid Death, I always talk about, like, Liquid Death logic.

So it's like, we have a really stupid premise, right? but how can we make that really dumb thing actually make a lot of sense? And so this is a good example.

It's way easier, I feel like, to maintain the same brand voice as opposed to if there's more people involved.

Yeah, all the time

... 80% of the time.

And you just, like you ha- in order to hit those big things, you just have to consistently be doing work and they're, they're, you know, putting out something basically every single week.

Um, and it's whether it's good or not, and sometimes we like, you know, I think like we ...

The, the act of doing and making stuff and putting it out and seeing what works and what doesn't is part of the craft too.

It's not just like holding it all in until we feel like we have this, our o- our two big ideas for the year, now we're gonna put all our money behind it.

Um, so that always heartens me when I listen to that thing and hear about them bombing because I'm like, it, it is, it is a, a wholly part of the process and I think in, in the marketing world, we don't allow for things to not ...

Mm-hmm

And so I'm curious if this is like an interchangeable concept, point of view or character or how you think about brand in the world.

Yeah, I mean, yeah, I mean, I think, yeah, same sameness is very difficult in outdoor space because.

you know it's like how many trees are we going to show in this one you know um maybe we'll put five in this time or you know it's so you we're all you're all kind of working from the same the same clay in a sense there's the the palette is so much smaller right um and so it makes sense.

It makes sense that, that there would sort of be a mushing towards the center of, of what everything looks and sounds like.

And, um, but, but yeah, I, the way that, you know, what, what you're talking about, I, I kind of tend to think of liquid death and I think we should think of brands as characters and, um, to kind of unpack that, you know, uh, a brand is like a very, a brand exists in sort of a, like, here's a PDF of our brand book and here's our tone of voice.

And we talk like this and we don't talk like this.

And, um, we would never do this, but we would do this.

What are you guys doing wrong? What are you questioning? What don't you know the answer to? Yeah.