Going to your marketing thesis, because this is really what's defined, um,

brood dog in the eye of the consumer.

In the eye of someone like me that doesn't honestly drink beer,

but knows about the brand and considers it to be a famous brand and watch it on LinkedIn and social media over the years,

build it sort of a claim.

What is your like your principles that underline your marketing thesis?

Because your marketing thesis is very, very different to, to pretty much nearly all brands in this country.

There's maybe a 0.1% that maybe you've copied or that've been inspired or that, you know,

chicken and egg.

I didn't know who came first, but it's a very unique thesis towards marketing.

What, what underpins it?

We've got two very simple tests that we apply to everything that we do from American perspective.

So the first test is would or could another business do this thing?

And if the answer is yes, we've got to see what is the consider why we're doing it.

The second test is if I spend a pound on this,

is it going to give me a 10 extra turn compared to how a competitor would spend that pound?

So we are in an industry dominated by global behemoths of businesses who are hundreds of times our size.

And we are we're closing that gap and we want to close that gap,

but we only close that gap by making our market and our communications.

Everything we do works so much more effectively than theirs.

If our market is only as effective as theirs, we don't close that gap and we lose.

So the two tests are could or would another company do this?

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