Would you care to elaborate on that? I know you were starting to already, but they're really not the same thing, are they?

No, I don't think they are.

Thank you for raising the point.

There are a couple of things to say to start off with.

So performance measurement through the funnel is very important, so I wouldn't deny that for a minute.

But on its own, it's not enough.

What we believe is that you need to measure the brand and the brand equity as well, because that gives you a different and a better lens through which to measure what is actually happening.

When it comes to branding, what special care do you take when it comes to having a brand visible in Asia as much as it is in the US, as it is in Europe? Is there any special considerations?