How did it impact, like, w- the words you were saying and how you presented yourself?

Yeah, it's, it's fundamental, right? Of moving from purpose to action.

So I always think brand is the residue of purpose.

And so how do we take that and run with it in a brand pillar, for example? So it's actually having brand pillars so that we can create content pillars around them that ladder up, again, ladder up to brand.

And so, you know, Con- Condado's content before we went through the rebrand, we hopped onto every meme, we hopped onto every trend, every, every sound clip.

Anything that was trending, we hopped on.

And the truth of it is, is that that is not how you build a brand because we were showing up in every which way except who we were deep down.

Like, how did that enablement happen?