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<v ->David, welcome.</v>

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Does the current business environment, in your opinion,

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require marketers to think differently,

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to think more strategically,

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perhaps about precision branding?

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<v ->I do think so, and some of our recent work</v>

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has illuminated some really tremendous opportunities

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for clients to get sharper

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about how they approach branding investment.

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For example, a couple of new findings include

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every dollar that a client takes out

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of brand marketing budgets now,

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we find that they may have to reinvest $2 in the future

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to regain the lost market share.

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We're also finding that the investments

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that a brand makes for a brand in one demand occasion

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may not actually play to the strength of another occasion,

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and so clients need to be thinking about

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which demand occasions really matter for them strategically,

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and potentially focusing more of their investments

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in the ones where they have a right to win,

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and maybe even pulling back in places

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where they're either already winning so handily

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they don't need to invest,

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or where they have more of a lagging approach

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and will never be able to catch up.

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So that precision branding idea is getting very sharp

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about where it makes sense to allocate your investment,

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and then having the fortitude and confidence to do that

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over multiple years with the right kinds

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of milestones and measurements behind you.

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<v ->Let's talk about gen AI, it's the hot topic.</v>

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What role do you see it playing

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in helping brands to not just reach,

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but engage their audiences,

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but also the tech is moving so quickly?

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<v David>Yeah.</v>

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<v ->How do you stay on top of that?</v>

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<v ->I think there's really a great opportunity</v>

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with precision branding to be thinking about

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different demand occasions, different audiences

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needing different messages or content,

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and that need for more content then is served by gen AI

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where the cost of delivering versions

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or different messages, and different creative elements

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has dropped hopefully in the future.

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So I think there's really that promise

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of a targeted precise marketing campaign

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that's scientific and rigorous, I think,

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is supported by gen AI at the helm of building out

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scalable content that allows you to do it.

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<v ->Who's doing precision branding well?</v>

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What does best practice look like?

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<v ->Well, you've heard of many of the ones doing it well</v>

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by virtue of the fact that they are so good at branding.

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So, you know, the household names

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that are so good at this include Apple, you know,

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Amazon, others that are

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really high, they're champions within their field,

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they've over invested for years,

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and then now have reaped the fruits

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of those investments over time.

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We also find that in a digital world, you know,

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many of you may see that

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there's that new brand on Instagram

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that's targeted to your niche or to your friend group.

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That's an example of what probably in the past

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could not have possibly been economic,

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but now brands might be able to play in niches

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leveraging digital tools and precision branding components

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to get in there and become a really well known brand

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for that specific area of expertise.

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<v ->So what can smaller businesses learn from those big ones,</v>

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how to do it well?

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<v ->I think one key thing is: understand</v>

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where you have a right to win, with what audience,

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with what kind of demand occasion, or need,

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and really focus more of your investments

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into that demand space.

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Too often, brands might take a 1970s playbook

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of a broad mass campaign, and a digital challenger

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might really need to overspend in a much smaller area

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in order to really capture the mind share

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of an audience within that territory.

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<v ->David, thank you so much.</v>

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<v ->Of course.</v>