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Twitter CMO Leslie Berland Addresses CES 2018 Gender Imbalance

When the CES 2018 roster of keynote speakers was announced on November 29th with nary a female speaker at the world’s biggest technology event, the response was swift and firm, including an action alert from the women’s organization GenderAvenger and this tweet from Twitter Chief Marketing Officer Leslie Berland:

Hey @CES. Big respect for what you’ve built. Please do better here. I’ve got a long list of amazing women to hit your stage . Let’s talk. #changetheratio https://t.co/OlUxi8zzlT

— Leslie Berland (@leslieberland) December 3, 2017

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“All men should boycott CES if women are not invited to speak!” HP Global CMO Antonio Lucio tweeted. “Insulting in this day and age. We must do better!”

1/ I’m thrilled to announce this lineup of amazing women in tech who will be hitting the Twitter stage during CES on Jan 10th! We’ll also livestream on Twitter via @twitterwomen. #HereWeAre #ChangeTheRatio http://pic.twitter.com/wHMQuy8dXP

— Leslie Berland (@leslieberland) December 11, 2017

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Making good on her promise, Berland announced on Monday that, just over a week later, she had pulled together a powerhouse line-up of women for a keynote session that she will be moderating at CES on Wednesday, January 10th.

The topic: #HereWeAre — Women in Tech Today. Tomorrow. Credited as a “Twitter #SheInspiresMe Production,” the speakers include Padmasree Warrior, CEO of NIO U.S.; Kara Swisher, Co-Founder and Co-Executive Editor of Recode; Myrna Soto, Corporate SVP and Global CISO for Comcast; Morgan DeBaun, Co-Founder and CEO, Blavity; Kimberly Bryant, Founder of Black Girls Code; and GE CMO Linda Boff.

Twitter announces all-women speaker lineup at @CES! You can stream it here on @TwitterWomen. #HereWeAre https://t.co/rohcY4IIXs

— Twitter Women (@TwitterWomen) December 11, 2017

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As Berland tweeted in explaining her panel and speedy response:

1/ I’m thrilled to announce this lineup of amazing women in tech who will be hitting the Twitter stage during CES on Jan 10th! We’ll also livestream on Twitter via @twitterwomen. #HereWeAre #ChangeTheRatio

2/ The hardest part of pulling this event together quickly was choosing from all the women who are leading, inspiring and driving our industry forward. We’ll proudly spotlight these women, their stories and advice.

3/ This event isn’t about the lack of women on the CES keynote stage, it’s about all the women who belong on stages, lists and panels across industries, around the world.

4/ Let’s all make a commitment in 2018 to not accept the status quo. Women are to be seen and to be heard, they’re to be supported and elevated. Let’s be intentional about putting them forward, out in front, where they belong.

5/ Thanks to the women and men who have been raising their voices and amplifying the message. In the spirit of this event, I’ll close with this: #SheInspiresMe

We recently gathered a group of amazing women from around the world. Poet @denicefrohman took the mic. Here’s what happened. #SheInspiresMe http://pic.twitter.com/dvKBbUGr91

— Twitter (@Twitter) July 13, 2017

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Proud and excited to join this fierce and talented crew on Twitter CES stage. @leslieberland #ChangeTheRatio #BalanceTheEquation #HereWeAre https://t.co/QWMVxnKvE8

— Linda Boff (@lindaboff) December 11, 2017

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Adamantly working on locking down my calendar for 2018. Now. At least on the travel side. Who else is doing 2018 planning?

— Kimberly Bryant (@6Gems) December 11, 2017

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This dynamic mix is a force. See you all in Vegas! @leslieberland @padmasree @lindaboff @6gems @Myrna_Soto @MorganDeBaun @karaswisher #HereWeAre

— Nola Weinstein (@NolaBeth) December 11, 2017

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Bravo @leslieberland for demonstrating that when there is the will the right thing can always be done at CES and more broadly. @KLemkau @wolfepereira @cindygallop @WomeninMarketin https://t.co/JeVugMtjc1

— Antonio J Lucio (@ajlucio5) December 11, 2017

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The CTA, which organizes CES, had defended its all-male keynote announcement with a blog post (that failed to sway the GenderAvenger team) by SVP Karen Chupka that noted how “our staff is two-thirds female, we win awards for being a family friendly place to work, and fun fact: the CES executive team is run entirely by women.

“We champion diversity of all types—gender, ethnicity, thought and beyond—and our show reflects that value. We’re proud of our record in welcoming a diversity of speakers to the CES keynote stage including General Motors CEO Mary Barra, Xerox CEO Ursula Burns, IBM CEO Ginni Rometty and Yahoo! CEO Marissa Mayer.

“In the last eleven years, we’ve had 21 keynote spots held by women. But, the keynote stage is just one CES platform. We had roughly 275 female speakers (including two all-female panels) this past January and expect similar numbers for CES 2018.”

“The currently planned CES 2018 keynote panel contains (A&E Networks CEO) Nancy Dubuc not to mention (Discovery Communications CEO) David Zaslav. Also Aryeh Bourkoff and other panelists will fill in those slots which are empty for now.”

Twitter will be keeping a close eye as CES draws near, and not just by its global marketing team or Twitter Women, but via TicToc — its new real-time news service powered by Bloomberg that’s launching on Monday.

Introducing TicToc by Bloomberg, the first and only global news network streaming LIVE on Twitter, 24/7.

Coming December 18 #tictocnews http://pic.twitter.com/k7srY4pgiF

— TicToc by Bloomberg (@tictoc) December 11, 2017

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The post Twitter CMO Leslie Berland Addresses CES 2018 Gender Imbalance appeared first on brandchannel:.

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Philips Launches Global Education Effort for World COPD Day

In collaboration with COPD Foundation and Russell Winwood,  the Philips campaign focuses on helping inspire and enable COPD patients to live a better life

Ahead of World COPD Day on 15 November, Royal Philips announced the launch of a global movement to raise awareness for chronic obstructive pulmonary disease (COPD). COPD is the fourth leading cause of death worldwide and is estimated to be the third leading cause by 2020, but there is a lack of awareness and social stigma associated with the disease. Only about half of the estimated 210 million people with the disease have been officially diagnosed. In an effort to break these barriers, Philips is collaborating with COPD athlete Russell Winwood to create motivational content designed to help educate, engage and empower COPD patients and their caregivers. To further amplify the message, Philips has committed to donating US$1/£0.76 to The COPD Foundation for every campaign video share throughout COPD Awareness month, November.

“COPD is among the most common, underdiagnosed, debilitating, deadly and costly diseases to manage. People can’t find solutions for a problem they don’t know they have or implement solutions they don’t know exist. At Philips, we are committed to making lives better for COPD patients, from education to developing innovative therapy solutions, and that with the right diagnosis, management plan and support group, people diagnosed with COPD can still live a full and active life,” said Dr. Teofilo Lee-Chiong, Chief Medical Liaison at Philips.

Philips is working with Russell Winwood to share his personal journey with other COPD patients and inspire them to live their lives to the fullest. After being diagnosed with COPD, Russell found it difficult to move forward with his everyday routine; however, just six months after his diagnosis, he completed his first full Ironman and continues to participate in triathlons around the world, showing that a COPD diagnosis does not need to stop patients from enjoying their favourite activities. For recently diagnosed COPD patients, Winwood shares his advice for living well:

Knowledge: Understand what it means to have COPD. Patients should work with their doctor to create a customised action plan to help track progress.

Treatment: While there is no cure for COPD, there are many treatment options including prescription drugs, positive airway pressure (PAP) therapy, portable oxygen concentrators, and ventilation therapy that can help patients maintain a better quality of life. By researching and having a strong understanding of the treatment options available, patients can have a more educated conversation with physicians about care plans.

Nutrition: A healthy diet is incredibly important for COPD patients as a poor diet can make symptoms worse and affect the ability to exercise. The right nutrition can even help patients breathe easier.

Exercise: Exercise can help improve cardio-respiratory fitness level by strengthening large muscle groups within one’s body while also improving circulation.

“I first heard of COPD when I was diagnosed, and I was devastated. I wish I understood that this wasn’t a death sentence, and it doesn’t mean you have to give up the things you love. With the support of my wife and family, I vowed that I wouldn’t allow this disease to take control of my life.” said Winwood.

Philips offers patient-inspired COPD and respiratory disease management solutions that support each stage of the health continuum – from healthy living, through diagnosis, treatment and homecare – all while empowering consumers to live the active lifestyle they desire. The wide variety of Philips therapy solutions for COPD patients include OptiChamber Diamond spacer, InnoSpire Go next-generation portable mesh nebulizer that provides fast and efficient aerosol drug delivery, SimplyGo Mini lightweight portable oxygen concentrator, DreamStation Advanced Therapies, and Trilogy hospital-to-home ventilators. DreamStation and Trilogy now connect patients, payers, providers and physicians via Care Orchestrator, turning medical-grade data into actionable information.

The article Philips Launches Global Education Effort for World COPD Day appeared first on World Branding Forum.

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Love Has No Labels Promotes Diversity to Gamers

America’s Ad Council has seen its Love Has No Labels diversity and inclusion campaign win a slew of awards since it launched in 2015. But it’s still seeking ways to refresh the iconic effort and engage new audiences.

The American advertising industry’s public service arm is rising to the occasion with “The League of Extraordinary Humans,” a mobile geo-location game with a diverse team of heroes fighting for love and inclusion.

Debuting at PAX West (Sept. 1-4 in Seattle), one of the largest consumer gaming events in the US, the non-profit organization’s campaign will be promoted at a booth in the PAX Diversity Lounge and participate in panels on implicit bias and the role of diversity in gaming, part of its broader Game for Good cause marketing program geared to gamers.

“To really have an impact on social issues, we need to meet people where they are spending their time,” stated Lisa Sherman, President and CEO of the Ad Council, which is 75 this year. “For millions across the country that’s playing games online, on mobile or on consoles. The League of Extraordinary Humans is just the first step in bringing our message of diversity to the gaming community, and we hope that it will help all gamers recognize their role in making the world a more accepting place.”

The “everyday” heroes are:

• Jazz Jennings, the transgender teen who stars in TLC’s hit series I Am Jazz • Mike Begum, aka ‘BrolyLegs,’ a competitive gamer with a bone-muscle deficiency • Diana Nyad, a swimmer who completed a 110-mile swim from Cuba to Florida at age 64 • Grace Dolan-Sandrino, a transgender advocate • Anne Munition, a vocal LGBTQ gaming influencer • Benjamin Williams, co-founder of the PAX Diversity Lounge • Hana Mangat, a teen who started a Sikh club at her school • August De Los Reyes, an advocate for inclusive design • Marley Diaz, the 12-year-old founder of #1000BlackGirlBooks • Giana Glantz, the creator of the app “Gender Avengers” • Matt and Jack, Kansas brothers who co-founded an inclusive production company to promote Special Olympics • Isabella Catarina, a fashion designer whose apparel helps physically- and mentally-challenged people dress themselves.

The game, created by Artifact Technologies, will use beacons to engage and challenge Pax West attendees to rethink bias as they collect digital cards featuring “everyday” heroes.

After downloading the mobile game from Apple and Android app stores, players receive messages leading them to six partner booths in the Seattle Washington State Convention Center, including Twitch, Rooster Teeth, Square Enix, Ubisoft, Capcom and Xbox, in order to complete two challenges.

After completing each challenge, they’ll unlock a digital trading card featuring the likeness and story of an ‘everyday’ superhero fighting implicit bias. Select players will win an exclusive Love Has No Labels official Pinny Arcade Pin.

“When the Ad Council approached us about working with them at PAX we jumped at the opportunity,” said Brent Friedman, Co-Founder and CCO Artifact Technologies in the press release, “Our challenge was to create a geo-gaming experience that would not only do justice to the Love Has No Labels campaign, but also to properly showcase the extraordinary group of real-life heroes we have transformed into collectible superhero cards. The end result feels like the perfect convergence of medium and message.”

The cards are illustrated by comic book artists including Dave Dorman, Emily Warren Rice, Al Davison, Chris Visions, Ashley Woods, Garrie Gastonny and Dominic Regan. Comic book veteran Dave Elliott oversaw the art development for the cards.

“The League of Extraordinary Humans” is one more in a series of initiatives promoting inclusion and acceptance and showing the Ad Council remains relevant. Love Has No Labels is firmly part of its pantheon of iconic campaigns such as the wildfire-fighting Smokey Bear (now available as a Snapchat lens), “A mind is a terrible thing to waste” and “Friends don’t let friends drive drunk.”

Ad Council staffers are starting to look a lot like @smokey_bear!

Join us by using the @Snapchat lens, available today only! #OnlyYou http://pic.twitter.com/jlkXvI6Gwu

— Ad Council (@AdCouncil) August 29, 2017

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Created in November 1941 as The War Advertising Council, its first campaign was to sell War Bonds as the US entered World War II. Its mission remains the same—to brand America, in a sense, and challenge agencies and creatives to come up with thought-provoking campaigns that it distributes and promotes to inspire dialogue, engagement and action around significant public issues.

The Ad Council Is Turning 75: Here’s A Look At Some Of Its Best Campaigns https://t.co/iZ4FkGNLrL

— Jacqueline Devine (@thedevinemissj) April 7, 2017

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  The post Love Has No Labels Promotes Diversity to Gamers appeared first on brandchannel:.

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New China Hotel Lets You Buy What You See

Imagine spending a weekend at a hotel, admiring an ottoman in the lobby or the pillows on your bed, and then deciding to purchase the piece upon checkout to take home with you. At the Sofitel Foshan, China’s first furniture-experience hotel that opens this month, guests are encouraged to do exactly that.

Located in China’s “Leading Furniture Town” of Lecong, in the Shunde District of Foshan City, the modern hotel is not only the city’s tallest building, but it’s also a new benchmark for global hotel design and furniture, with European chic touches that wouldn’t be out of place in luxury properties in Paris, London or New York.

The project is a joint effort between Louvre Furnishings Group (which operates a multi-story furniture showroom in Foshan) and AccorHotels Group, as the two initiated the innovative business model that allows for guests in the hotel to purchase decorative pieces that they appreciated during their stay.

“We seek perfection in dealing with details,” explained Li Jinghua, Chairman of Louvre Group. “As China’s first furniture-experience hotel, we hope that it could give Chinese people the impression that home can just be like that.”

The concept of a furniture-experience hotel seems groundbreaking, but Sofitel Foshan is actually not the pioneer in this niche field. Marriott has long let customers buy their beds and bedding, while Westin Hotels sells their “heavenly beds” online to anyone wishing to replicate their in-room comfort at home.

Starwood Hotels recently introduced this innovative idea among their Aloft properties in 2013 after guests expressed interest in purchasing various pieces of furniture during their stay. The brand partnered with home-furnishings retailer Design Within Reach, making it possible for guests to take their favorite pieces home with them.

  This concept does not stop at the hotel industry, however. Sofitel Foshan’s concept follows retail brands opening hotels to showcare their wares in an experiential marketing twist on try-before-you-buy and sampling. Home retailers Parachute Home, IKEA, West Elm and Restoration Hardware are all now in the hotel business, with properties already open (Parachute and IKEA) or now under construction.

Extending a traditional brand into a new market is a popular branding strategy, and it is becoming increasingly popular for lifestyle brands to venture into new fields that will provide a broad, more immersive experience from their brand.

“People view brands as promises of an experience,” Larry Light, CEO of Arcature Consultants, told the New York Times. Brands that begin with a specific focus are starting to venture into a broader realm, which often includes “quality, architecture, style, ambience, customer service and a unique experience.”

Hotels such as Sofitel Foshan seem to be leading in brand extension and immersion, but the trend is spreading amongst the restaurant, tech, fashion, transportation, and entertainment industries as well. The future of brand identity is already intertwining with customer experience, but it may look slightly less defined than we all think.

The post New China Hotel Lets You Buy What You See appeared first on brandchannel:.

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Audio Branding: Target Tunes Up Its In-Store Experience

Target is focused on creating a unique, relevant and enjoyable in-store customer experience to hold on to its brick-and-mortar clientele as more shoppers migrate to online and mobile shopping — including its own customers on Target.com and its mobile app. So it’s little wonder that the chain now is experimenting with something it’s never done generally in its stores: play background music in its first entree into audio or sonic branding.

While by no means the only store to play background music to (even subconsciously) help shoppers relax and linger longer in a store (and more willingly part with their money), it’s a new area for Target, even though its commercials are known for lively music—witness the remake of “It Takes Two” by Carly Rae Jepsen and Lil Yachty for the Grammys telecast—and it has partnered with artists such as Taylor Swift on exclusive releases.

It’s betting that programming background music in 180 of its stores by the end of this year will become an effective part of its in-store experience in those location, which represent about 10 percent of Target’s total of 1,800 stores across the US. In fact, 65 Target stores are already playing DJ for its shoppers.

Target traditionally eschewed in-store music as distraction from keeping customers focused on the task at hand: shopping and browsing, reports the Minneapolis/St. Paul Business Journal. But according to a spokesperson, the chain now is introducing a music playlist “that is upbeat, positive and has a playful personality.”

“Everybody is looking for a way to make the customer experience more enjoyable because it’s becoming less and less about the products and more about the experience,” Matt Hazelton, an investment analyst in Minneapolis, told the publication.

Soundscaping, when used appropriately, has proven results in dramatically increased sales, stronger customer dynamics, and improved satisfaction results. Studies have shown that music has a profound impact on consumer behavior and shopping habits, Joel Beckerman, a sonic branding expert and founder of New York-based Man Made Music, told brandchannel. 

As NPR has noted, it’s good for retail brands and artists in addition to creating an emotional intangible benefit for customers: “A good retail playlist can bring home the culture of a business and psychologically affect a customer in a way that doesn’t feel pushy. And it’s positive for the featured artists. In today’s flooded climate, where new songs are published at a crazy rate on the Internet, having your song play in a Victoria’s Secret, for instance, can help cut through the noise.”

On the down side, it can be off-brand or jarring, especially if it veers into the dreaded, soulless Muzak associated with shopping malls and dentist offices. As the Guardian warns,

Don’t be lulled into thinking you can put on any old tracks: “Your music choice is a statement and it needs to show who you are as a business, individual and company. If you get it right, people don’t even realise it’s happening but they’ll get the culture. It’s the psychology of business and retail.” But not all retail spaces get it right. Shopping malls and hotel foyers normally have dreadful music.”

Even mainstream retailers like Marshall’s and T.J. Maxx stores play backgroundmusic, so it’s not revolutionary for Target to liven its in-store audioscape. If anything, it’s finally catching up with the persona it projects in its advertising and exclusive music partnerships.

Target, in its marketing, has always sought to align itself with innovative musical experiences. Take music’s biggest night—the Grammys—which was the inspiration for the Carly Rae Jepsen/Lil Yachty collaboration. Last year the Grammys inspired Target’s historic music first: producing a live four-minute real-time music video (at a reported cost of $12 million) for Gwen Stefani during the Grammy Awards telecast. The feat followed the previous year’s Imagine Dragons Grammys commercial performance as advertising and the year before that, the Justin Timberlake promo campaign.

There are plenty of successful retail brands for whom on-brand background music is a staple. (In fact, remember when stores used to routinely sell CD soundtracks of the type of music you’d hear in their stores, from Pottery Barn and Restoration Hardware’s jazzy mixes to the world music played in Putumayo stores from its own label?)

To name just a few, Whole Foods Markets often plays tracks from the Eighties, which pleases its huge baby boomer clientele. Gap, Old Navy and other Gap Inc. stores play music, as do Urban Outfitters and other retailers where teens and the young at heart might be found.

Gap, in fact, was known for its many music-driven TV commercials over the years, and it’s been returning to form. A few standouts show how music can reflect a brand’s DNA:

The post Audio Branding: Target Tunes Up Its In-Store Experience appeared first on brandchannel:.

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NESCAFÉ Opens Barista-Free DIY Coffee Taproom

Toronto’s NESCAFÉ Coffee Taproom is a pop-up coffee shop for NESCAFÉ and coffee aficionados – with a twist.

Nescafé Canada Tests Coffee Shop That Doesn’t Sell Coffee: https://t.co/XbIc0NVWHJ @NescafeCA #canada #canadify http://pic.twitter.com/EkPBfaLMhf

— Canadify (@canadify1) June 9, 2017

Coffee can’t be purchased on-site; the idea is you make your own. The key to opening the door is a Nescafé Sweet & Creamy sachet on an iPad which divulges a secret code to enter the pop-up experience.

Once inside, visitors can get everything they want from a coffee shop including coffee, fast Wi-Fi, plenty of outlets and comfortable places to sit—minus the lines, complicated menu choices, pricey drinks or baristas.

This Taproom is “free of all baristas that are named Frederico and have man buns.”

Fresh cups of coffee are made on demand by NESCAFÉ consumers, using their own Sweet & Creamy sachets and the 12 hot water taps located on-site.

A special bonus, for those who enjoy seeing their names misspelled on a coffee cup, there are 50 different custom cups featuring misspelled versions of common names.

The NESCAFÉ Coffee Taproom is open on Toronto’s Queen Street through June 28th.

The innovative pop-up shop is the work of creative agency WorkInProgress (WIP), which came up with the concept in response to a creative brief to create a coffee shop experience without out all the transactional business that happens in-store.

New @NESCAFE pop-up shop in Toronto, open until June 28, offers a coffee shop without selling any coffee: https://t.co/YIOQlnCoI1 http://pic.twitter.com/lPcp4RlAre

— CanadianFoodBusiness (@CDNfood) June 12, 2017

WIP created the Pizza Turnaround Campaign for Domino’s Pizza while at Crispin Porter + Bogusky, and Domino’s Cannes Lions Titanium Grand Prix-winning Emoji Ordering innovation.

The NESCAFÉ Coffee Taproom experience will engage Toronto-based influencers to create exclusive, original content and WIP created a Snapchat Geo-Filter accessible only on their site.

Nescafe Trolls Starbucks With Pop-Up Coffee Shop https://t.co/tQOLegWVOP

— Tablebases.com (@tablebasescom) June 14, 2017

It’s already soliciting ideas on its microsite about where to open the next pop-up coffee taproom, offering a new twist on marketing and a bold experiment for a bold-tasting brand—eliminate the service element and make the consumer the barista.

The post NESCAFÉ Opens Barista-Free DIY Coffee Taproom appeared first on brandchannel:.

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From Contraband To Desired Brand

An industry with a projected worth of $50 billion by 2026, cannabis is poised to make huge gains in the lifestyle, health and wellness industries. Marijuana has fought hard to overcome stereotypes such as the stoner stigma made famous by Cheech and Chong. Yet as more states in the US legalize marijuana, and other countries continue to at least decriminalize it, cannabis is attracting interest among investors and industries alike. Noted trends forecaster, Gerald Celente of the Trends Institute, has been talking about this for years, going so far as to name it a top 10 trend for 2017. He cites opportunities aplenty that extend far beyond the traditional notions of the backstreet Amsterdam coffee house or dispensary. At this year’s SXSW, a panel of pioneering women in the cannabis industry shared an all-up view of the opportunities available especially for women and the 50-plus market.

Perception-Shifting Case

One of the more interesting factors in marijuana’s pivot to create highly-desired brands has been the influence of the tech industry. In April of 2015, Founders Fund, a venture capital firm co-founded by investor Peter Theil, made a multi-million dollar investment in Privateer Holdings, a Seattle company that manages several marijuana businesses. Among Privateer’s company is Leafy, a site that manages news and reviews, and Tilray, which researches and cultivates crops in Canada, and the Bob Marley official cannabis brand which includes the “rise up” social initiative and a line of body care products.

Brendan Kennedy, one of Privateer’s founders said in a NY Times interview, “After looking into the industry, we quickly realized that this is no longer, and hasn’t been for years, a countercultural product.” There was opportunity, he added, because “the brands that were out there tended to embrace the clichés of the industry.”

Another cliché that is being broken, according to Rustigian Burderer, founder of cannabis start-up Simplegentix, is the customer experience. By creating tastefully curated dispensaries that look more like polished, high-end retail stores, it’s easy to reach more customers. Campaign describes a San Francisco store, called Harvest, where consumers are welcomed into a modern retail environment that doesn’t scream marijuana. Instead, wooden shelves showcase products while posters describe its medical benefits. She says, “It’s indicative of how the industry is becoming more accepting. From the stoner, it’s developed into a sophisticated, elegant light.”

Evolving Opportunity

JWT Intelligence asks, “Can cannabis be the next beauty super ingredient?” SXSW panel speaker Emily Paxhia says, “I’m seeing more branded lifestyle products that address the different need states around cannabis, and it’s not about getting as high as humanly possible.” She points to Whoopi Goldberg’s Whoopi and Maya line of medical cannabis products that work to ease menstrual cramps, and are branded to look more like “high-end products you might come across in a department store.”

Beauty and wellness is a massively growing segment. In the last year and a half, executives from L’Oreal and Aveda have expressed interest in implementing cannabis in products. Some brands are infusing beauty products with cannabidiol (CBD), which is a non-psychoactive substance derived from plant. Since it lacks THC, the products can be classified as ‘legal hemp’ versus cannabis. This may contribute to even broader appeal, further destroying the old, outdated stigma.

The Trend Is Your Friend

In the age of disruption, very little is permanent. Some taboos, such as those surrounding cannabis, are eroding in the face of the growing body of science about its benefits. Other taboos as well – gender norms, womanhood, the definition of ‘a beautiful body’ — are meeting similar challenges in the marketplace of ideas. Brands that are stuck due to stigma can take a lesson from what is happening with the cannabis industry. By understanding the forces at work behind the all-up perception-shifting case, and working to implement fundamental changes based on those insights, it’s possible to leverage a trend to affect dramatic outcomes. Even better still, the beauty and wellness industry is removing the controversial aspects of the cannabis taboo (THC) and double-trend-dipping in both ingredient and lifestyle.

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Making Moments Matter: 5 Questions With Outcome Health President & Co-Founder Shradha Agarwal

As healthcare technology company Outcome Health evolved its business into the robust “moment of care” platform it is today, the company realized it also needed to advance industry and customer perceptions. To highlight a new position in the market and to connect its identity to its purpose, Outcome Health reimagined its brand to bring focus to its mission of activating the best health outcome possible for every person in the world.

In January Outcome Health (formerly ContextMedia) unveiled its new name and brand identity to reflect the company’s purpose, role in the healthcare ecosystem and core brand idea: Activate Good. The reinvention of the Outcome Health identity set the stage for exciting growth and visibility, including its first institutional investment round, which valued the Chicago-based, privately held company at over $5 billion.

How can creative build connections and community in healthcare? Join @neilstevenson77 & Co-Founder @shr4dha at #LionsHealth this week. http://pic.twitter.com/A8CRNdZDSL

— Outcome Health (@OutcomeHealth) June 15, 2017

President and Co-Founder Shradha Agarwal will be at the Cannes Lions International Festival of Creativity as a Lions Health speaker this weekend on the InterbrandHealth-hosted panel, “The Creative Future of Healthcare.” We caught up with her before she took off for Cannes to dig deeper into the Outcome Health brand and mission.

The best creative content has results that are tangible, measurable, and meaningful. @shr4dha writes on #LionsHealth https://t.co/77FSaQNIaQ

— Outcome Health (@OutcomeHealth) June 15, 2017

brandchannel: What inspired you to work in the healthcare industry, and what makes your focus on outcomes different?

Shradha Agarwal: Many industries have benefitted from technology in the past couple of decades but some important ones, like healthcare, haven’t—yet. We had a passion for bringing actionable information and healthcare intelligence through technology and the commitment to healthcare was through personal experiences.

Rishi, my co-founder, and I have had family members living with a chronic condition and through their journey, we learned that the most significant moments in care are the times a patient and physician are together to make critical decisions about the patient’s treatment plan.

Our unique approach has been to align the definition of success for all sides of the healthcare equation: payers, healthcare products in the life sciences and medical devices industries, healthcare services like pharmacies and of course, providers and patients. The “nexus” in our brand identity was inspired by this idea – of developing an interconnected ecosystem through our platform that delivers measurable results for patients and demonstrates tangible improvement in their health outcomes.

A new chapter starts with our new home in NYC. Built for growth with nearly 200 workspaces, the hub has a library, game room, greenhouse, family room and 35 huddle rooms. #ActivateGood

A post shared by Outcome Health (@outcomehealth) on Apr 3, 2017 at 10:00am PDT

BC: The idea of “activating good” can be applied to health in a lot of different ways. Which is your favorite and why? 

SA: We love the idea of engaging patients in their personal health journey through the stories of a peer group, connecting people to support communities, raising knowledge of health conditions and treatment options, catalyzing conversations between patients and physicians.

But ultimately, our favorite way of activating good in health is to change the trajectory of someone’s healthcare journey in a positive direction to improve the quality of their life. The way this happens in healthcare is through robust discussions and informed decisions made by physicians and patients as well as their caregivers. The way we internalize this brand idea at Outcome Health is through technologies that activate good decisions.

BC: You were heavily involved in the rebranding effort. What was the most important thing that you learned during the process? 

SA: First, naming a company is not an easy endeavor. We looked at hundreds of names and carefully thought about each one. We wanted a name that conveyed our mission, our personality, our values, that was authentic and meaningful, yet simple and clear.

We partnered with InterbrandHealth, who was a true partner in guiding us through a thoughtful and thorough process. We learned that one of the most important components of a rebrand is alignment, both internally and externally. InterbrandHealth spent time understanding who we are and reflected multiple voices of expression throughout our organization. This helped our new brand be a representation of the value that our customers, our employees and partners were attributing to us.

This was our most important realization—that a rebranding has to be true to who we are and be unique to us. There’s no formula for success but it has to make sense and feel right for your organization and industry.

At Outcome Health, the “Purple Man Award” is given to Activators who have redefined going above and beyond. The “Purple Man” represents our focus on the patient; humanity is at the center of healthcare. Award winners are offered a few custom awards based on their interests; previous awards have included a skiing trip for two to Colorado, a trip for two to Costa Rica, and a shopping spree. Please help us give a huge round of applause to Cameron Silver, our most recent winner! We hope you enjoy your distillery tour! #ActivateGood

A post shared by Outcome Health (@outcomehealth) on Apr 4, 2017 at 8:13am PDT

BC: How has the new brand identity inspired the business? 

SA: The new brand has delivered fresh clarity to our business and accelerated our ability to align partners throughout the industry in a shared vision for improving patient outcomes through technology. It has given us unifying language for our teams and partners as well as a barometer of activating good as we prioritize investments and innovation opportunities in pursuit of our mission: activating the best health outcome possible for every person in the world.

.@OutcomeHealth raises financing to accelerate growth and transform healthcare. https://t.co/i8MXvZqx0a http://pic.twitter.com/37yCKm2vq3

— Outcome Health (@OutcomeHealth) May 31, 2017

SM: The company has been getting significant attention in the market lately and recently received substantial funding from key investors to accelerate your growth. What role did the new brand play in this milestone?

BC: We have been intentional about mission alignment with our new partners, including investors. The vision we have articulated is aspirational but also aligning, measurable as well as scalable. This has investors excited at the market opportunity to create impact globally.

Today we have a vision to bring high-impact technology into every consultation room in the world. There is widespread fragmentation across the healthcare ecosystem, but outcomes are what align everyone on—practices, payers, physicians, life sciences—to work together in service of better patient outcomes. This has resonated with investors as well as with partners, new and old.

As we think about our future and the accelerated momentum and growth that the funding gives us, I’m excited to see the Outcome Health brand work continue to pay off in pursuit of our mission.

Get more branding insights in our Q&A series. Suggest a Q&A: editor@brandchannel.com.

The post Making Moments Matter: 5 Questions With Outcome Health President & Co-Founder Shradha Agarwal appeared first on brandchannel:.

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The Luxury Collection Vacations in Italy with Cristallo

The Luxury Collection has unveiled its eighth Italian property with the relaunch of the iconic Cristallo Resort and Spa in Cortina.

The Luxury Collection, part of Marriott International, has added Cristallo, a historic hotel located in the Italian town of Cortina d’Ampezzo, to its portfolio of upscale destinations. The property marks the brand’s entry into said locale and first ski resort worldwide.

Located in the country’s north eastern region, while nestled within the Dolomites mountain range, a UNESCO World Heritage site, the dual-season hospitality destination will reopen after the redesign of the establishment’s rooms, suites, and lobby concludes.

A second phase of renovation will be complete by December, when the venue ushers in its first ski season as part of The Luxury Collection. With the relaunch, the group expands to eight hotels in Italy—reinforcing the chain’s commitment to growing its European presence.

With four restaurants on site, travellers will be treated to a selection of diverse local recipes and choice offerings. Meanwhile, Cristallo’s 74 guestrooms, 20 suites, and two presidential suites complete its heritage with delicate character, complex design, and quality amenities.

The resort runs a golf course in partnership with Golf Club Cortina, where guests can compete on the nine-hole greens framed by the Dolomites. A nearby alpine-style clubhouse affords an inviting setting for conversation over drinks or a meal, while only a short drive away.

“The iconic Cristallo is a perfect fit as it is truly a property that defines its destination. Italy is a key market and the hotel marks a global milestone for the brand, being our first ski resort worldwide,” said Mitzi Gaskin, Global Brand Leader for The Luxury Collection and JW Marriott.

The article The Luxury Collection Vacations in Italy with Cristallo appeared first on World Branding Forum.

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KFC Isn’t Chicken over First Zinger Space Mission

KFC and World View partner to support space research advancement, with the Zinger Stratollite launch window opening on 21 June.

KFC and World View have partnered to launch the Zinger chicken sandwich to the edge of space and bring it back along with telemetry data. The mission will be the longest controlled stratospheric balloon flight with a commercial payload in history and the first ever multi-day mission of the Stratollite flight system.

“We’re excited to be the ones pushing spicy, crispy chicken sandwich space travel forward. But in all seriousness, we’re proud to support World View’s commitment to advancing space research and trust them to take our world famous Zinger sandwich to space,” said Kevin Hochman, President at KFC USA.

From circumnavigating the earth to persistence over a specific location, Stratollites, unlike typical high-altitude balloons, execute a variety of flight profiles and maintain position over areas of interest for days, weeks, and eventually months on end. The Zinger Stratollite launch window opens on 21 June.

The KFC Zinger chicken sandwich in space.

Through said application, both brands are showing that rockets are no longer the only way to get payloads to and from space. Stratollites could serve as stationary WiFi hubs in remote or undeveloped areas without internet access or monitor ongoing crisis situations from a previously inaccessible vantage point.

From predicting weather events days in advance to monitoring ongoing or quickly arising weather and disaster events such as forest fire detection, future flights could be used for disaster preparedness and response, ultimately assisting first responders with rapid communications and surveying capabilities.

“This mission offers KFC edge-of-space access, allowing them to embark upon a unique marketing experiment, while we get to pursue our maiden multi-day Stratollite shakedown cruise and open unprecedented access to the stratosphere,” said Taber MacCallum, Co-founder and CTO of World View.

The space mission campaign was conceptualised by Wieden+Kennedy, with support from MediaMonks, Mediavest | Spark, and Edelman. The brand recently introduced the Zinger as an individual sandwich or a $5 Fill Up combo meal in the United States. It is available in over 120 countries and now space for a limited time.

The article KFC Isn’t Chicken over First Zinger Space Mission appeared first on World Branding Forum.

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Monotype Capitalises on Fine Print with SST Debut

Supporting nearly 100 languages, the SST typeface by Monotype gives brands an identity and voice across multiple mediums and cultures.

Monotype has introduced the SST typeface, a sans serif created specifically to help brands consistently extend their footprint across multiple mediums and geographies. The new offering supports nearly 100 languages and provides a series of highly legible and clean tone designs.

With six weights and italics, including condensed and typewriter alternate styles, it is meant to be expressive and flexible to help brand identities endure now and well into the future. SST is easy to read in its smaller sizes—like on a smartphone screen—and in larger factors like billboards.

An original concept rooted in solid typographic traditions, it merges the organic readability of humanist sans serif designs with the sharp geometrics of neo-grotesque styles. The above combination delivers a balance of legibility and usability across an expansive range of environments.

Said attributes are consistent across the languages covered by the typeface, making it a versatile, technical, and elaborate design. The Monotype product was originally developed in partnership with the creative department of Sony Corporation to be used on a global scale.

“The SST typeface was designed with the purpose of making a brand experience memorable and uniform, without being too flashy. We are focused on global designs that have staying power and the ability to tell a consistent story,” said Akira Kobayashi, Type Director, APAC at Monotype.

The article Monotype Capitalises on Fine Print with SST Debut appeared first on World Branding Forum.

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Bottle Rocket Launches Deeper into Tech Space

Mobile specialist, Bottle Rocket, has created a technology leadership role and hired Jonathan Campos to its elevate mobile and digital offerings.

Bottle Rocket has added a new Chief Mobile Architect, with Jonathan Campos (pictured) bringing to the role more than 10 years of experience in enterprise applications and the Dallas technology space. The appointment supports the firm’s leadership position in application development for mobile and digital experiences.

With the WPP agency modernising and expanding its technology capabilities, the fresh hire will be instrumental in laying the groundwork for the future. A fan of the brand, Campos will elevate the offerings of Bottle Rocket as well as institutionalise both new and emerging technologies within the organisation.

As the industry continues its rapid shift from desktop and mobile to include additional consumer interfaces such as AI, AR/VR, and voice among others, his timely entry, deep expertise, and unique concentration will help advance the network’s vision, while enhancing the targeted solutions carved for clients.

“We are excited at the breadth and depth of expertise that Jonathan can bring. Through his experience with clients known for their advancements, we will be ready for future enhancements that will offer great value to our clients and their customers,” said Amy Czuchlewski, VP of Engineering at Bottle Rocket.

The article Bottle Rocket Launches Deeper into Tech Space appeared first on World Branding Forum.

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Canadian PM Justin Trudeau Gets His Wish With Labatt 150 Beer

The champagne of ales is rebranding just in time for Canada’s 150th birthday celebrations.

Labatt 50, the Toronto-based brewery’s longest-standing brand, has been temporarily renamed “Labatt 150” on select packages of cans in Ontario, Quebec, Manitoba, British Columbia, Alberta and Newfoundland in the lead-up to Canada Day on July 1.

The iconic “50” logo on these summer cans is preceded by a “1” with a red maple leaf in the middle of it. “It’s a natural way for us to share a cultural moment for Canada,” says Andrew Oosterhuis, director of marketing at Labatt. “This is a brand that has authenticity to speak to this moment.” (Just in case you weren’t sure, a 150th annual celebration is known as a “sesquicentennial.”)

They took my suggestion! My favourite beer, now 3 times as patriotic. Can't wait to try it… #Canada150 http://pic.twitter.com/Zjk8fq6dNn

— Justin Trudeau (@JustinTrudeau) April 1, 2017

Labatt 50 has a fan in Prime Minister Justin Trudeau, a native of Quebec where the brand is omnipresent, who unknowingly tipped off the nation about the company’s plans via Twitter on April Fool’s Day when he posted a picture of a photoshopped “Labatt 150” label.

.@JustinTrudeau you read our mind!This is no #aprilfoolsjoke.#Labatt50 toasting Canadians w/ a new look celebrating #Canada150 this spring http://pic.twitter.com/2jphgINGuL

— Labatt Breweries (@Labatt170) April 1, 2017

“They took my suggestion! My favourite beer, now 3 times as patriotic. Can’t wait to try it… #Canada150,” he posted on April 1. Trudeau did not have any insider knowledge of the company’s marketing plans, Oosterhuis says, but he “helped start the conversation early.”

“It was a special moment as a marketer when the leader of our country is recognizing his favorite brand and pitching an idea that we already had in the pipeline. We look forward to sending him the actual produced product as a gift,” he says.

(Don’t worry about Trudeau pounding back enough 150s to develop a beer belly. The 45-year-old is a fitness fanatic who runs in between meetings with foreign dignitaries and enjoys boxing. He even defeated a Conservative senator in a charity match five years ago before he became leader of the Liberal Party of Canada.)

Canadian brands and institutions are doing everything they can to associate themselves with the anniversary of Confederation. Canada Post recently unveiled a series of 10 new stamps celebrating a wide range of Canadiana, including Expo ’67, the 1976, 1988, and 2010 Olympics, the Trans-Canada Highway, cancer fundraising crusader Terry Fox, the passing of marriage equality legislation in 2005 and the 1972 Summit Series hockey team, which defeated the Soviet Union’s national team in an epic eight-game battle between communism and capitalism 45 years ago.

It goes without saying that a few beers have been hoisted in honour of these events and people over the years and Labatt 150 could be on millions of Canadians’ lips this Canada Day. Labatt, which was founded 20 years before Canada itself, first launched “50” in 1950 when John and Hugh Labatt, grandsons to founder John K. Labatt, wanted to commemorate 50 years of their brewing partnership. The light-tasting ale, originally dubbed “Anniversary Ale,” was the company’s best selling beer for nearly 30 years. The name was subsequently changed to “50,” with the tagline, “champagne of ales.”

For #Canada150 we’ve updated our iconic Anniversary Ale to #Labatt150. Cheers to all who call Canada our home and native land! http://pic.twitter.com/POEScWER2y

— Labatt Breweries (@Labatt170) May 19, 2017

While Labatt has been owned by the Belgian beer giant Anheuser-Busch InBev since 1995, it’s still near and dear to Canadians’ hearts.

“For as long as Canada has been around, Labatt has played a role in our nation’s history. We’ve grown from a single brewery in London, Ontario into a national brewer with a strong presence in communities across the country,” stated Todd Allen, Labatt’s VP of Marketing.

“Labatt 50 is steeped in this heritage – it’s our longest-standing brand and was Canada’s best-selling beer until 1979. It was a natural choice to refresh this iconic brand to celebrate such a monumental occasion for Canadians.”

My favorite beer celebrating my favorite country! ❤ Cheers @Labatt170 nicely done. #Labatt150 http://pic.twitter.com/D9GhPBtZdi

— Stephanie Duff (@sduff1013) June 12, 2017

Labatt 150, which is brewed in London, Ontario and Montreal, Quebec, is being sold in the six provinces in six and 15-packs of 355 ml cans and 24-packs of 473 ml cans. Bottles of Labatt 50 will continue with their original labels.

Labatt also producers high-profile beers such as Kokanee, Budweiser, Bud Lite and Alexander Keith’s, but Oosterhuis says the Canada 150 projects will be limited to “50.” Er, “150.”

The post Canadian PM Justin Trudeau Gets His Wish With Labatt 150 Beer appeared first on brandchannel:.

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Essence Expands Digital with Broader Leadership

Essence has made several strategic appointments to include five new leaders, who will help fulfil its expanded remit as a digital-first agency.

Essence has welcomed a series of new additions to its leadership team. Following GroupM’s commitment to adding offline media capabilities, an expanded footprint, and influx of talent, four of the five newly appointed executives are joining the agency from said international media network.

Built by Global CEO, Christian Juhl (pictured), the expanded unit, responsible for transforming the business into a digital-first full service agency, has been charged with integrating offline capabilities into the agency’s offering, while continuing to look at all media through a data lens.

To that end, Steve Williams has been named CEO of North America, a title he currently holds at Maxus. He has been tasked with driving innovation as well as client and employee satisfaction throughout the region. He previously built OMD UK, and then, moved to the U.S. to lead PHD.

Rob Reifenheiser, current CEO of The Americas, will transition into the newly created role of Executive Director to help win and integrate multi-agency clients across the firm and GroupM. Meanwhile, new CEO of EMEA, Nick Baughan will lead the over 260-strong region and its clients.

Damian Blackden has come on board as Chief Strategy Officer to bridge digital and analogue using Essence’s digital-first techniques. As Global Head of Strategy & Analytics, Simeon Duckworth will drive analytical capability into a fused discipline of cross-channel communication strategy.

Garrick Schmitt has been named Global Director, Experience Design, and is in charge of further bridging the brand’s regional creative teams across North America, EMEA, and APAC. He has already joined the agency; the others will be transitioning into their roles over the coming months.

“We have felt well-supported by GroupM since joining their ranks a year and a half ago. This new infusion of truly top-tier talent into Essence is yet another example of WPP’s ongoing commitment to our success,” said Juhl.

The article Essence Expands Digital with Broader Leadership appeared first on World Branding Forum.

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Schick Flexes Hydro Muscle in Transformers Tie-up

Schick Hydro and Paramount Pictures’ Transformers: The Last Knight  have partnered for a push featuring a spot directed by Michael Bay.

Schick Hydro has joined forces with Paramount Pictures’ new film directed by Michael Bay, Transformers: The Last Knight, which premieres in theatres on 21 June. The partnership supports the personal care giant’s continued innovation and aims to capture the essence of a great shave.

Through a television commercial and limited-edition collectible razors, the alliance highlights Hydrobot, a product designed to elevate the brand’s ‘Technology that Transforms’ platform. The promotional campaign debuts with said spot, which was directed by the renowned filmmaker himself.

Inspired by the Hasbro label, the creative depicts the conversion of the Schick Hydro 5 into Hydrobot, with a fist bump from Optimus Prime for protecting mankind one face at a time. The Schick Hydro handles feature Autobot characters including Optimus Prime, Bumblebee, and Hound.

Schick Hydro partners with Paramount Pictures’ Transformers: The Last Night.

Meanwhile, Decepticon characters for the Hydrobot include Megatron, Barricade, and Onslaught. In Transformers: The Last Knight, humans are at war with the Transformers and Optimus Prime is gone. The key to saving the future lies buried in the secrets of the past and the hidden history of Transformers on earth.

“We are thrilled to be partnering with Transformers: The Last Knight, and with Michael Bay, a legendary filmmaker who has brought his incredible talent to our new television campaign,” said Anastasia Tobias, Schick Hydro Senior Brand Manager at Edgewell Personal Care.

Video: CommercialTime

The article Schick Flexes Hydro Muscle in Transformers Tie-up appeared first on World Branding Forum.

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Brand News: 10 Things You Need to Know For Thursday, June 15

Lidl opens its doors (and US stores) today.

Amazon launches free STEM summer camps in its hometown.

Instagram wants influencers to more clearly identify paid posts.

Mattel outlines growth plans to shareholders.

Seattle’s iconic Space Needle is getting a makeover.

Sports Direct (UK) acquires US retailers Bob’s Stores and Eastern Mountain Sports.

Tigerair will rebrand as Scoot – its sister budget airline under the Singapore Airlines Group – on July 25.

Time Inc. launches The Pretty, a beauty video channel for Facebook and Instagram.

Yahoo‘s former CEO Marissa Mayer can’t wait to use Gmail.

YouTube works with the world’s biggest advertising and marketing holding companies including Omnicom and the United Nations on The Common Future Project, using their resources to advance the UN’s Sustainable Development Goals.

Click here for previous headline roundups … sign up for our free daily newsletter … and send brand news and tips to editor@brandchannel.com or ping us on Twitter, Facebook or LinkedIn.

The post Brand News: 10 Things You Need to Know For Thursday, June 15 appeared first on brandchannel:.

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4 Best Steps to Your Dream Job

No one needs to reiterate that today’s is a difficult job market and that regrettably, many people are looking for jobs for extended amounts of time—sometimes for years! As a career coach, I often work with such people, and I notice that they have things in common:

None of them have a well-thought-out career management plan.

None of them have a thorough and well-integrated career search campaign.

Most are just looking for a job.

When I try to diagnose where the problem is, I find universally that (1) they continue practicing what worked for them in the past; (2) they follow what other job seekers have suggested to them; (3) most of them are simply lost because of not knowing what to do next and are borderline depressed due to their repeated failures to generate positive activity; and (4) they do not have a plan containing a series of certain specific activities that are necessary for them to accomplish in order to reach the goal.

This article cannot cover all of the information I recently presented to a group of job seekers for over an hour, but here is the essence of it. The four elements of a successful job search process are:

The creation of a marketing plan

The preparation of job search tools

The physical marketing of oneself

A continuous plan for improving the process

  While creating the marketing plan, you should first learn about yourself. Second, you should assess your marketable skills. Next, you should learn the ways of finding a job in today’s marketplace. And last, you should map out what you want to do. This is the stage in which to engage a career coach. Hiring a career coach will speed up the process, and you’ll learn from a pro, get unbiased feedback, will be kept on track, and acquire the skills for negotiating an equitable compensation plan.

The next major campaign objective is to have an excellent résumé. Good and very good résumés get failing grades in today’s economy because plenty of excellent résumés are available. I strongly suggest using a recommended professional résumé writer. While such professionals are not cheap, an excellent one is worth every penny. Professional résumé writers provide your key for unlocking the door to an interview. Otherwise, you’ll just be praying to be called in, and that can take a long time. Once your résumé is completed, you need to develop your little vignettes and success stories. At this point, you’ll need to learn how to work with a select group of recruiters, how to use job boards, and how to establish a system for keeping track of all of your activities via a searchable form; Excel works well for this.

The difficult part starts now. You need to market yourself by participating in job search networking groups. Those who live within a distance of, say, a hundred miles from New York, can profit from a comprehensive database of job search networking groups found on the landing page at landingexpert.com. Self-marketing includes good collaterals such as strong cover letters, a persuasive elevator speech, a detailed LinkedIn profile, and effective use of LinkedIn. Joining Yahoo! groups and LinkedIn groups could prove helpful as well. And last, you need to identify your target companies and go after them ferociously.

Now comes the last step, which is to continue improving the process. This includes embellishing your list of success stories and frequently practicing mock interviewing.

As you can see, this is a rigorous and demanding career campaign plan. To be good at it, you have to devote at the very least 40 hours a week; and that doesn’t include time spent commuting to meetings. By following this plan, you’ll get not only the satisfaction of accomplishment but also the distinct possibility of favorable results. Good luck to you!