Why does that make brand building particularly difficult, and what needed to change when you got to the organization?

Oh.

I mean, um, what needed to change? Um, I think basically, uh, the most important thing was that we had a CEO who, um, who knew that we had to change something, which is, you know, not unimportant.

You have a CEO who's driving, um, the stuff, so he said he wants to change things.

He hired me basically and said, "We need a campaign, someone who knows how to do campaigns." And, um, he briefed me with, uh, the topic of IoT, Internet of Things, and we started, um, to work together and, um, basically I took him on this ride and this journey and, uh, we were lucky enough that he followed, um, our idea of changing, um, the way we usually would, um, you know, do campaigns on IoT.

Usually Bosch would have done an, a campaign that would have been very much, um, uh, technology like talking about IoT and telling people that we are great in it.

But we came from a different perspective.

[chuckles]