This makes so much sense! I had done a deep-dive on brand from a data standpoint, including cyclical factors, and there's a huge amount of leverage here. Brand

This makes so much sense! I had done a deep-dive on brand from a data standpoint, including cyclical factors, and there's a huge amount of leverage here. Brand is typically the largest intangible item on the balance sheet, but quantifying that value is hand-wavy at best. Are you taking a structured, consistent approach to this across businesses?