SlideShare une entreprise Scribd logo
1  sur  21
1 Business Overview
2 Cause Building Blocks
3 Contents ONEHOPE Brand Overview	               pgs 4-5 Market Opportunity & Consumer               pgs  6-8 Management Team                                      pgs 10-11 ONEHOPE Wine –Cornerstone Product 	pgs 12-18 Planned Milestones & Financing	               pgs 20-21
4 Brand Overview What is ONEHOPE? 	ONEHOPE is a global “cause-brand” built on the trending popularity of cause marketing and social consciousness that allows people to make giving back a lifestyle choice rather than a hassle. Mission of ONEHOPE: To build products, services, and technology that help raise awareness and funds for worthy causes ONEHOPE Competitive Advantage: ONEHOPE has been built organically from the ground up and is 100% genuine which helps separate it from many current cause initiatives.    “We do not build marketing campaigns around causes, but rather, we’ve built our brand around causes” - ONEHOPE
5 Structure Marketing & PR Board of Directors: ,[object Object]
Michael Mondavi
More TBA,[object Object]
7 TargetONEHOPE Consumer ONEHOPE Purchasers Alpha-Female Expendable income (Household income $80,000) Young Professionals Socially conscious people People who wear brands as badges of who they are
8 The Effect of Cause Marketing 82% of consumers say they are not as price sensitive if they know there is a cause behind their purchase. Nearly 75% of the U.S. population, particularly women, prefer to do business with socially responsible companies and will recommend a brand if it supports a good cause.* 90%of consumers will consider switching to another company if it's aligned with a cause.* “When you stand for something greater than just the bottom line…  People Stand with you” *Cited by Boston brand-strategy firm C Cited by Boston brand-strategy firm Coneonehttp://marketingtowomenonline.typepad **Fenton, CSR Newswire 11/17/2008
9 Success with Causes Successful Cause Marketing: Successful Cause Products: “Our goal is to be the most scalable brand in the Cause related space” “ONEHOPE… Many Causes”
10 Founding Team   Brandon Hall      Kristen Senseman      Alyse Gome      Jake Kloberdanz      Tom Leahy      Tiffany Goodman      Sarah Gora      Blake Petty
11 Executive Management- Wine Kirk Gaither: Advisor and partner; Distribution Past Director of Distribution Ketel One. Built them from under 20,000 cases sold to over 2MM by the time they were bought by Diageo in 2008 Jim Riley: Advisor and partner; Marketing and PR Past VP of Marketing and PR for Ketel One.  Executed one of the best grassroots PR and Marketing campaigns in recent history building the Ketel One brand. Darrin Maddux: V.P. of sales Northwest, Acct Exec-Costco Past Manager of Northwest Sales for Ketel One.  Past Chain Manager for Young’s Market Distributor in California. Grew NW sales 38% from 2005 to 2008 Rob Mondavi Jr.:Wine Maker Michael Mondavi:  Wine Advisor and Board Member National account exec for Rockstar in Safeway Paul Kowssari:  “CTO” (CEO of Technology) High honors degree in C.S. from Berkeley.  INCREDIBLE EXPERIENCE social media platforms, custom software solutions (resume upon request) Christine Peake: Publicist, Head of P.R, Networker Owner of Peake PR.  , Relationships with all major publications
12 TheWine – By Rob Mondavi Jr.
13 Distribution Partners Young’s Market, California, Arizona 	4th largest wine and spirits distributor in the United States.  	 	Portfolio built: Jack Daniels, Bacardi, Grey Goose, Sutter Home, Blackstone, Fetzer etc. Columbia Distributing, Oregon 	Portfolio built: R. Mondavi Napa, Sutter Home, Toasted Head, Rombauer, Wild Horse etc. Young’s-Better Brands, Hawaii 	Portfolio built: Jack Daniels, Bacardi, Grey Goose, Sutter Home, Blackstone, Fetzer etc. Admiralty, Washington 	Portfolio built: Cakebread, Sutter Home, Toasted Head, Rombauer, Wild Horse etc. Johnson Brothers and Affiliates, North Carolina 	Portfolio built: All Gallo Brands In negotiations with: RNDC, Texas, Colorado and New Mexico 	Second Largest wine and spirits distributor in the U.S. Young’s Market, Utah, Montana, Alaska, Wyoming, Idaho
14 Current Retail Partners Hawaii   California (in & out program)   North Carolina   North Carolina   North Carolina National                Southwest Region                California California, Nevada, Arizona           Arizona           National (pending) Select Restaurants: Hotels Include:
15 Offline Marketing; No Cost(Print) People			OK!			Real Housewife’s of OC Glamour			FOX Business		Bill Handel Show TV Guide			LA Direct			Multiple Local TV/Radio Shows Wine Enthusiast		Business Week		Entrepreneur 944				Riviera			US
16 Offline Marketing; No Cost PAST T.V. Radio Press 	NBC 	CBS 	ABC 	Fox 	Fox Business 	Bill Handel Show 	93.3 and 95.7 Radio plugs for 2 weeks Future T.V. Radio Press Ellen Show       Oprah       The Today Show       Tyra Banks Show       The Big Idea       Daily Show       Colbert Report 16
17 Offline Marketing
18 Celebrities Supporting ONEHOPE
19 Online Marketing Facebook.com                     ONEHOPEwine.com	                  Twitter.com Fans: 11,300 Followers: 8,400
20 Planned Milestones with the Brand 2 Year Goals 5 Year Goals 200,000 cases. Valuation of $100MM for ONEHOPE Wine. Millions of dollars donated. Nationally recognized consumer product brand in stores. Have the most widely used fundraising platform in the nation – MyONEHOPE.com Expand into our Napa reserve grade with the Mondavis. Expand into other products in beverage industry (water,etc.) Expand into licensing the brand to other premier consumer products companies. Launch most Robust E-Commerce Solution in the Wine Industry 10 Year Goal Largest “Cause Brand” globally

Contenu connexe

Tendances

Working with...or in spite of.// Wine and Spirit Distributors in the US
Working with...or in spite of.// Wine and Spirit Distributors in the USWorking with...or in spite of.// Wine and Spirit Distributors in the US
Working with...or in spite of.// Wine and Spirit Distributors in the USBevology Inc.
 
Lagarde consulting project master rev2
Lagarde consulting project master rev2Lagarde consulting project master rev2
Lagarde consulting project master rev2brandonbritton1
 
Story Plant Media Investor Pitch Deck
Story Plant Media Investor Pitch DeckStory Plant Media Investor Pitch Deck
Story Plant Media Investor Pitch DeckLou Aronica
 
Eight O'Clock Coffee "Deja brew" Advertising Campaign
Eight O'Clock Coffee "Deja brew" Advertising CampaignEight O'Clock Coffee "Deja brew" Advertising Campaign
Eight O'Clock Coffee "Deja brew" Advertising CampaignPamela Arbelaez
 
Lac awards beating the competition - baileys argentina - jan 2011
Lac awards   beating the competition - baileys argentina - jan 2011Lac awards   beating the competition - baileys argentina - jan 2011
Lac awards beating the competition - baileys argentina - jan 2011Julieta Vilá
 
Investor Meeting
Investor MeetingInvestor Meeting
Investor Meetinggueste595a5
 
Procter&Gamble: Marketing Capabilities
Procter&Gamble: Marketing CapabilitiesProcter&Gamble: Marketing Capabilities
Procter&Gamble: Marketing CapabilitiesSourab Mangrulkar
 
Penetrating the US Wine Market - London Wine Fair
Penetrating the US Wine Market - London Wine FairPenetrating the US Wine Market - London Wine Fair
Penetrating the US Wine Market - London Wine FairBeverageTradeNetwork.com
 
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...Niki Radisic
 
P&G case analysis of hbr case study
P&G case analysis of hbr case studyP&G case analysis of hbr case study
P&G case analysis of hbr case studyJayesh Muley
 
Cuervo tequila pitch brief
Cuervo tequila pitch briefCuervo tequila pitch brief
Cuervo tequila pitch briefCubeyou Inc
 
Procter & Gamble, A case study
Procter & Gamble, A case study Procter & Gamble, A case study
Procter & Gamble, A case study Ronak Pani
 
Multicultural Marketing in the Beer Industry
Multicultural Marketing in the Beer IndustryMulticultural Marketing in the Beer Industry
Multicultural Marketing in the Beer IndustrySarah Duffy
 

Tendances (20)

Working with...or in spite of.// Wine and Spirit Distributors in the US
Working with...or in spite of.// Wine and Spirit Distributors in the USWorking with...or in spite of.// Wine and Spirit Distributors in the US
Working with...or in spite of.// Wine and Spirit Distributors in the US
 
CAP210-Founders
CAP210-FoundersCAP210-Founders
CAP210-Founders
 
Lagarde consulting project master rev2
Lagarde consulting project master rev2Lagarde consulting project master rev2
Lagarde consulting project master rev2
 
Story Plant Media Investor Pitch Deck
Story Plant Media Investor Pitch DeckStory Plant Media Investor Pitch Deck
Story Plant Media Investor Pitch Deck
 
Eight O'Clock Coffee "Deja brew" Advertising Campaign
Eight O'Clock Coffee "Deja brew" Advertising CampaignEight O'Clock Coffee "Deja brew" Advertising Campaign
Eight O'Clock Coffee "Deja brew" Advertising Campaign
 
Lac awards beating the competition - baileys argentina - jan 2011
Lac awards   beating the competition - baileys argentina - jan 2011Lac awards   beating the competition - baileys argentina - jan 2011
Lac awards beating the competition - baileys argentina - jan 2011
 
Dhcdistillingdeck mar19
Dhcdistillingdeck mar19Dhcdistillingdeck mar19
Dhcdistillingdeck mar19
 
Investor Meeting
Investor MeetingInvestor Meeting
Investor Meeting
 
Lagunitas Case Study
Lagunitas Case StudyLagunitas Case Study
Lagunitas Case Study
 
Procter&Gamble: Marketing Capabilities
Procter&Gamble: Marketing CapabilitiesProcter&Gamble: Marketing Capabilities
Procter&Gamble: Marketing Capabilities
 
Penetrating the US Wine Market - London Wine Fair
Penetrating the US Wine Market - London Wine FairPenetrating the US Wine Market - London Wine Fair
Penetrating the US Wine Market - London Wine Fair
 
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
Brewing More Business - Social Media Marketing Basics for Microbreweries and ...
 
Pearson Pearson Overview
Pearson Pearson OverviewPearson Pearson Overview
Pearson Pearson Overview
 
Hennesy Wild Rabbit
Hennesy Wild RabbitHennesy Wild Rabbit
Hennesy Wild Rabbit
 
P&G case analysis of hbr case study
P&G case analysis of hbr case studyP&G case analysis of hbr case study
P&G case analysis of hbr case study
 
Cuervo tequila pitch brief
Cuervo tequila pitch briefCuervo tequila pitch brief
Cuervo tequila pitch brief
 
No limit llc.
No limit llc. No limit llc.
No limit llc.
 
Procter & Gamble, A case study
Procter & Gamble, A case study Procter & Gamble, A case study
Procter & Gamble, A case study
 
Altoids Book
Altoids Book Altoids Book
Altoids Book
 
Multicultural Marketing in the Beer Industry
Multicultural Marketing in the Beer IndustryMulticultural Marketing in the Beer Industry
Multicultural Marketing in the Beer Industry
 

En vedette

Facebook to LinkedIn: How to Understand and Utilize Professional "Netiquette"
Facebook to LinkedIn: How to Understand and Utilize Professional "Netiquette"Facebook to LinkedIn: How to Understand and Utilize Professional "Netiquette"
Facebook to LinkedIn: How to Understand and Utilize Professional "Netiquette"Texas State University-San Marcos
 
XQuery - The GSD (Getting Stuff Done) language
XQuery - The GSD (Getting Stuff Done) languageXQuery - The GSD (Getting Stuff Done) language
XQuery - The GSD (Getting Stuff Done) languagejimfuller2009
 
Presentation2[2] 3
Presentation2[2] 3Presentation2[2] 3
Presentation2[2] 3esigenioti
 
“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”
“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”
“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”Gilt Tech Talks
 

En vedette (7)

London
LondonLondon
London
 
Adjetives
AdjetivesAdjetives
Adjetives
 
GSD
GSDGSD
GSD
 
Facebook to LinkedIn: How to Understand and Utilize Professional "Netiquette"
Facebook to LinkedIn: How to Understand and Utilize Professional "Netiquette"Facebook to LinkedIn: How to Understand and Utilize Professional "Netiquette"
Facebook to LinkedIn: How to Understand and Utilize Professional "Netiquette"
 
XQuery - The GSD (Getting Stuff Done) language
XQuery - The GSD (Getting Stuff Done) languageXQuery - The GSD (Getting Stuff Done) language
XQuery - The GSD (Getting Stuff Done) language
 
Presentation2[2] 3
Presentation2[2] 3Presentation2[2] 3
Presentation2[2] 3
 
“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”
“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”
“Get Stuff Done Faster: Why Engineers Should Work with the ‘Dark Side’ of Tech”
 

Similaire à Onehope Lifestyle 5-4

ONEHOPE 3- 1- 10
ONEHOPE 3- 1- 10ONEHOPE 3- 1- 10
ONEHOPE 3- 1- 10guest787ed7
 
How to Make Mount Gay Rum Super Premium
How to Make Mount Gay Rum Super PremiumHow to Make Mount Gay Rum Super Premium
How to Make Mount Gay Rum Super PremiumDexter King, MBA
 
Project report im coke cola
Project report im coke colaProject report im coke cola
Project report im coke colaHITESH BHARTI
 
Brandingwineandmeat11202005
Brandingwineandmeat11202005Brandingwineandmeat11202005
Brandingwineandmeat11202005panakj051
 
Practice of management of coca cola
Practice of management of coca colaPractice of management of coca cola
Practice of management of coca colaMark Edison Bautista
 
Marketing Management
Marketing Management Marketing Management
Marketing Management Anshul Prasad
 
Nancy E. Cushing Resume Executive Resume
Nancy E. Cushing Resume Executive ResumeNancy E. Cushing Resume Executive Resume
Nancy E. Cushing Resume Executive ResumeNancy Cushing
 
Social Media Marketing for the Wine Industry - Silicon Valley Business Journal
Social Media Marketing for the Wine Industry - Silicon Valley Business JournalSocial Media Marketing for the Wine Industry - Silicon Valley Business Journal
Social Media Marketing for the Wine Industry - Silicon Valley Business JournalEarthsite
 
Wff presentation final final
Wff presentation   final finalWff presentation   final final
Wff presentation final finalthebutingroup
 
Who we are full presentation clever imports 3-2011
Who we are full presentation   clever imports 3-2011Who we are full presentation   clever imports 3-2011
Who we are full presentation clever imports 3-2011aferrer1021
 
224113823 coca-cola-supply-chain-model
224113823 coca-cola-supply-chain-model224113823 coca-cola-supply-chain-model
224113823 coca-cola-supply-chain-modelWaell Amer
 
Liquor Store Advertising Part 3 of 5
Liquor Store Advertising Part 3 of 5Liquor Store Advertising Part 3 of 5
Liquor Store Advertising Part 3 of 5Monika Somogyi
 

Similaire à Onehope Lifestyle 5-4 (20)

ONEHOPE 3- 1- 10
ONEHOPE 3- 1- 10ONEHOPE 3- 1- 10
ONEHOPE 3- 1- 10
 
Coca cola 2
Coca cola 2Coca cola 2
Coca cola 2
 
How to Make Mount Gay Rum Super Premium
How to Make Mount Gay Rum Super PremiumHow to Make Mount Gay Rum Super Premium
How to Make Mount Gay Rum Super Premium
 
Project report im coke cola
Project report im coke colaProject report im coke cola
Project report im coke cola
 
Brandingwineandmeat11202005
Brandingwineandmeat11202005Brandingwineandmeat11202005
Brandingwineandmeat11202005
 
The power of brand advocates
The power of brand advocatesThe power of brand advocates
The power of brand advocates
 
Practice of management of coca cola
Practice of management of coca colaPractice of management of coca cola
Practice of management of coca cola
 
DMA præsentationer
DMA præsentationerDMA præsentationer
DMA præsentationer
 
Seven Tails IDL
Seven Tails IDLSeven Tails IDL
Seven Tails IDL
 
Marketing Management
Marketing Management Marketing Management
Marketing Management
 
Nancy E. Cushing Resume Executive Resume
Nancy E. Cushing Resume Executive ResumeNancy E. Cushing Resume Executive Resume
Nancy E. Cushing Resume Executive Resume
 
Social Media Marketing for the Wine Industry - Silicon Valley Business Journal
Social Media Marketing for the Wine Industry - Silicon Valley Business JournalSocial Media Marketing for the Wine Industry - Silicon Valley Business Journal
Social Media Marketing for the Wine Industry - Silicon Valley Business Journal
 
Wff presentation final final
Wff presentation   final finalWff presentation   final final
Wff presentation final final
 
Who we are full presentation clever imports 3-2011
Who we are full presentation   clever imports 3-2011Who we are full presentation   clever imports 3-2011
Who we are full presentation clever imports 3-2011
 
2011 777 - Adding Value to Your Brand and Business
2011 777 - Adding Value to Your Brand and Business2011 777 - Adding Value to Your Brand and Business
2011 777 - Adding Value to Your Brand and Business
 
-Pepsi
 -Pepsi -Pepsi
-Pepsi
 
224113823 coca-cola-supply-chain-model
224113823 coca-cola-supply-chain-model224113823 coca-cola-supply-chain-model
224113823 coca-cola-supply-chain-model
 
Resume Ana M Levis
Resume Ana M LevisResume Ana M Levis
Resume Ana M Levis
 
Liquor Store Advertising Part 3 of 5
Liquor Store Advertising Part 3 of 5Liquor Store Advertising Part 3 of 5
Liquor Store Advertising Part 3 of 5
 
Coca cola presentation
Coca cola presentationCoca cola presentation
Coca cola presentation
 

Onehope Lifestyle 5-4

  • 3. 3 Contents ONEHOPE Brand Overview pgs 4-5 Market Opportunity & Consumer pgs 6-8 Management Team pgs 10-11 ONEHOPE Wine –Cornerstone Product pgs 12-18 Planned Milestones & Financing pgs 20-21
  • 4. 4 Brand Overview What is ONEHOPE? ONEHOPE is a global “cause-brand” built on the trending popularity of cause marketing and social consciousness that allows people to make giving back a lifestyle choice rather than a hassle. Mission of ONEHOPE: To build products, services, and technology that help raise awareness and funds for worthy causes ONEHOPE Competitive Advantage: ONEHOPE has been built organically from the ground up and is 100% genuine which helps separate it from many current cause initiatives. “We do not build marketing campaigns around causes, but rather, we’ve built our brand around causes” - ONEHOPE
  • 5.
  • 7.
  • 8. 7 TargetONEHOPE Consumer ONEHOPE Purchasers Alpha-Female Expendable income (Household income $80,000) Young Professionals Socially conscious people People who wear brands as badges of who they are
  • 9. 8 The Effect of Cause Marketing 82% of consumers say they are not as price sensitive if they know there is a cause behind their purchase. Nearly 75% of the U.S. population, particularly women, prefer to do business with socially responsible companies and will recommend a brand if it supports a good cause.* 90%of consumers will consider switching to another company if it's aligned with a cause.* “When you stand for something greater than just the bottom line… People Stand with you” *Cited by Boston brand-strategy firm C Cited by Boston brand-strategy firm Coneonehttp://marketingtowomenonline.typepad **Fenton, CSR Newswire 11/17/2008
  • 10. 9 Success with Causes Successful Cause Marketing: Successful Cause Products: “Our goal is to be the most scalable brand in the Cause related space” “ONEHOPE… Many Causes”
  • 11. 10 Founding Team Brandon Hall Kristen Senseman Alyse Gome Jake Kloberdanz Tom Leahy Tiffany Goodman Sarah Gora Blake Petty
  • 12. 11 Executive Management- Wine Kirk Gaither: Advisor and partner; Distribution Past Director of Distribution Ketel One. Built them from under 20,000 cases sold to over 2MM by the time they were bought by Diageo in 2008 Jim Riley: Advisor and partner; Marketing and PR Past VP of Marketing and PR for Ketel One. Executed one of the best grassroots PR and Marketing campaigns in recent history building the Ketel One brand. Darrin Maddux: V.P. of sales Northwest, Acct Exec-Costco Past Manager of Northwest Sales for Ketel One. Past Chain Manager for Young’s Market Distributor in California. Grew NW sales 38% from 2005 to 2008 Rob Mondavi Jr.:Wine Maker Michael Mondavi: Wine Advisor and Board Member National account exec for Rockstar in Safeway Paul Kowssari: “CTO” (CEO of Technology) High honors degree in C.S. from Berkeley. INCREDIBLE EXPERIENCE social media platforms, custom software solutions (resume upon request) Christine Peake: Publicist, Head of P.R, Networker Owner of Peake PR. , Relationships with all major publications
  • 13. 12 TheWine – By Rob Mondavi Jr.
  • 14. 13 Distribution Partners Young’s Market, California, Arizona 4th largest wine and spirits distributor in the United States. Portfolio built: Jack Daniels, Bacardi, Grey Goose, Sutter Home, Blackstone, Fetzer etc. Columbia Distributing, Oregon Portfolio built: R. Mondavi Napa, Sutter Home, Toasted Head, Rombauer, Wild Horse etc. Young’s-Better Brands, Hawaii Portfolio built: Jack Daniels, Bacardi, Grey Goose, Sutter Home, Blackstone, Fetzer etc. Admiralty, Washington Portfolio built: Cakebread, Sutter Home, Toasted Head, Rombauer, Wild Horse etc. Johnson Brothers and Affiliates, North Carolina Portfolio built: All Gallo Brands In negotiations with: RNDC, Texas, Colorado and New Mexico Second Largest wine and spirits distributor in the U.S. Young’s Market, Utah, Montana, Alaska, Wyoming, Idaho
  • 15. 14 Current Retail Partners Hawaii California (in & out program) North Carolina North Carolina North Carolina National Southwest Region California California, Nevada, Arizona Arizona National (pending) Select Restaurants: Hotels Include:
  • 16. 15 Offline Marketing; No Cost(Print) People OK! Real Housewife’s of OC Glamour FOX Business Bill Handel Show TV Guide LA Direct Multiple Local TV/Radio Shows Wine Enthusiast Business Week Entrepreneur 944 Riviera US
  • 17. 16 Offline Marketing; No Cost PAST T.V. Radio Press NBC CBS ABC Fox Fox Business Bill Handel Show 93.3 and 95.7 Radio plugs for 2 weeks Future T.V. Radio Press Ellen Show Oprah The Today Show Tyra Banks Show The Big Idea Daily Show Colbert Report 16
  • 20. 19 Online Marketing Facebook.com ONEHOPEwine.com Twitter.com Fans: 11,300 Followers: 8,400
  • 21. 20 Planned Milestones with the Brand 2 Year Goals 5 Year Goals 200,000 cases. Valuation of $100MM for ONEHOPE Wine. Millions of dollars donated. Nationally recognized consumer product brand in stores. Have the most widely used fundraising platform in the nation – MyONEHOPE.com Expand into our Napa reserve grade with the Mondavis. Expand into other products in beverage industry (water,etc.) Expand into licensing the brand to other premier consumer products companies. Launch most Robust E-Commerce Solution in the Wine Industry 10 Year Goal Largest “Cause Brand” globally
  • 22. 21 Target Raise $5 MM dollars at a $20MMPost-money evaluation $1.25/share (4MM shares open) Investment is in ONEHOPE as a Lifestyle brand Looking for ONE Major investor 3-4 Strategic Investors 50% of profits towards wells in Third World countries We give away half our profits, but if we grow two times as fast and our team and the consumers are two times as inspired about our brand we think it’s a good cost-benefit”