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So I want to talk about full circle moments for a sec, right?

So we here at United Masters, obviously Steve Stell.

Let's talk about the power of branding.

I guess you can all take this.

But the importance of branding and partnering with brands that make sense.

So Steve Stell, the Reebok commercial, everybody knows that, the AI commercial.

But even to present day, like, as I'm watching the NFL, I'm hearing your voice over the commercials.

I'm like, your kiss is everywhere, man.

So talk about a line of what brands and the power behind that.

Branding is very important.

Aligning yourself with brands is even more important.

But with today's society, social media, as you see when tragic things happen before somebody

...