But I understand that, so maybe it's a matter of choice. What kind of brand you want, and set it right away from the beginning because it will define your medi

But I understand that, so maybe it's a matter of choice. What kind of brand you want, and set it right away from the beginning because it will define your media channel/production investment. I think that brands who had strong branding advertising are still well positioned in people's minds, and it's indeed an investment that should be made with a massive ROI. Now, it's a long term game. Doesn't suit the status quo like you well said.