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[Music] Im from Bristol in the West Country my mom moved from Bristol to Bath and Bath and Bristol people dont remix they provides bath bath and we pronounce it bath and they like rugby we like football so I dont tend to go back that much [Music] Im Ben Osbourne Im head of insights for sieglin Gale and amia I think that brand owners and and marks executives struggle to hear their voices in the boardroom because a brand is intangible how do you talk about something that you can neither see nor hear how do you make that resonate to the boardroom make it resonate to the guys who are driven by financial decisions and I think for us as a branding firm we have to help them to solve that by making the intangible tangible brand valuation is the blend of art and science to I guess to put a price tag on brands to give a tangible value to brand so that you can take that to the c-suite take it to the boardroom and justify investment lobby for more investment Siegel and gals approach is differ