Hello everyone, I'm gonna get started with some discord questions. So first we have

just JPEGs. They asked, how do you approach the task of building a brand from scratch and what

strategies have you found to be most effective in building brand recognition and loyalty?

It's a great question. The challenge is patience and I think we're feeling it in NFT land a lot

because of the pricing and things of that nature. When you're gonna build something meaningful,

if you think about Marvel or Disney or Nike, or did you imagine if they stopped at year two or if we

decided to judge the brand at year two, it takes time. Year two, I was just starting to figure out how to make

wine videos of the Gary V brand, right? Where like the companies we work with. So you know, I think the way I think about

is you need to be relevant to people around their interests. You need to be in the places where their eyes are and

there's a lot of ways to go about it. And I think for me personally, I try to pay attention to where's the

attention of the end consumer and how do I fill that with something of value? And I think that's a very big

focus of mine and a lot of the character development, the voice development. It just takes time. Like, you know, I read all the

discords, I read all the tweets and I'm empathetic for people like, where is this? Where is that? And it's like rushing into brand

building is very, very, very scary and you see a lot of brands only live for a year or two. Like what are the

difference between shopkins, which is like a three year phenomenon versus the smurfs, which is like a couple decades versus

Spider-Man, right? Like there's all these variables of like brand building. And so, you know, I think it's about relevance. It's about different

distribution forms and as an emerging trend and now all of a sudden the video game vulture is on Twitch for 20 hours a day,

producing, like, there's just so much going on in this brain and this organization and it's real. We're really excited about

character development. It's going to require character development, right? There's only two things here. There's the

community we're building through utility conferences, virtual this right now and what happens going forward and then there's

character development. You can only win on its valuable for its access virtually in real life or you're one of the 1% and people fell in love with

patient pig, right? The trading cart thing, if you really think about IP development, I would tell all of you that the trading cart thing, the

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