Exactly.

Yeah, yeah.

So like it's a really good example of how powerful brand is.

Like to your example about running shoes, those are maybe different materials.

They're different.

They're different.

They could be the same, but they are different, where we are literally talking about the same.

What's the, what's the learning from, from your time in those major players applied to maybe footwear or something in the outdoor space?

And I think that, you know, like that's leading me to my next question, which is what are some common mistakes companies are doing when they try to quote unquote invest in brand?

I think the biggest mistake I see is they guess.

They just guess, because they don't know.

And maybe the leadership is embarrassed by not knowing or not bringing in experts like myself and a million others who've done this before.

But I think because they don't know, they guess, and then work goes out.

And then again, I think with the consumer, they're seeing this inconsistency.

If you don't define your brand and document it and distribute it to your teams, the end user sees it and they feel it.

Would you mind sharing a bit of your perspective on that?