Yeah.

So Nick, everything you've said so far makes total sense intuitively.

Talk us through the commercial impact of total brand experience, how to make the commercial case.

Let, let's put this into numbers and commercials.

I mean, that's the big question of all of this, 'cause it's all very good talking about this in theory, and I think all of us instinctively would go, properly aligned brands equals a better performing business.

But the reality is, is we're always gonna be going up to the C-suite and trying to make the case for the investment that is required to do this.

And I think there's, there's three things which I consistently come back to in these discussions.

So tell us a little bit about the sort of the new NPD product development that you've got at the moment in and around this area.