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foundation joins me now in the studio i really look at business as an incredible vehicle to really like make good and make change in the world the material side of that question was more about the sentiment of a specific brand before we start talking to them so at least in that side we get a better understanding of the current tone or the current feeling from consumers about that brand so when we do get to talk to them within ads or within how theyre corresponding with them as well from from a client to a consumer perspective we can also advise on what that looks like to them but also have a reflection of that within our copy as well because its quite important to get a measurement of the sentiment so it sounds like youre talking about branded copy versus direct response copy yes most of them they dont even have a brand even though they think that they have a brand right they have a logo thats not a brand right our copy is colloquial its conversational copy we try to understand