How Do You Drive Brand Long Term?

I think we need to start breaking brand into two big buckets, strategic brand, and then at the execution level, what drives brand long term. If you move into execution and your messaging doesn't match what the buyer needs...your execution is not going to work as well. And so I'd prefer to work with companies that have already figured those things out. It's just not a space where I like to play anymore. Because there are smart people, you need a lot of work to talk to customers to figure that out deeply.