[MUSIC] With those comments from Mr. Schultz in mind, we can go back to think about how do we transmit some of those attributes and benefits? The best way to do it is typically through stories. And although communication is the subject of the next week course, let me tell you very briefly about why is it important to transmit stories about our brand. Here's an example. Take a couple of minutes to read about this. What a remarkable story, right? Why are stories like this about the brand so important? Well, first of all, it's because they get spread around. It is easier to transmit stories than it is to talk about product features or prices or designs and so forth and so on. People are much better at remembering and transmitting stories. But second of all, it's very, very important, because it sets the standard for the kind of company that we want to operate. And how we want our employees to independently behave if I want to be known for being the top service provider amongst all department stores in North America. So how should those stories be? There is a couple of characteristics. First of all, they need to be intriguing, right, so they need to grab the attention. But also they need to be authentic, the audience should not perceive them as fake. They also need to be involving, right? The audience needs to get drawn into the story and provoke some kind of response, whether it is emotional, whether it's a behavioral response of being able to share it or tell it or remember. Or even a cognitive response, such as thinking about the prices or the services or other features about or brand. And finally, to be effective, the story and the message need to be strategic. They need to enhance the brand visibility or its image or its relevance. Or, alternatively, contribute to the organization's missions, values, or stressing particular aspects of our culture. Finally, once I have set a branding communication strategy, the last piece is to be able to see what is the impact on the image. So what I want to know is what is the market perception of all these efforts that we have been investing on? And what are the specific brand associations? And it is through brand associations that equity gets impacted. So the output of the product is impact directly on the brand equity, which is ultimately what we're trying to maximize for our specific corporate brand. [MUSIC]