8 Business-to-Business Branding Tips From A B2B Branding Consultant

B2B branding is quite a bit more challenging than B2C… maybe that’s why I love it so much!

As a Los Angeles branding consultant and the owner of a branding agency, I may not be able to simplify branding into a DIY project, but I can certainly share with you some of the fundamentals. When you’re trying to increase leads, revenue and market share, it doesn’t take long to recognize that you’re going to have increase interest, understanding and enthusiasm first. To do that, you can take a narrow approach – thinking only about the next “miracle” marketing tactic or your next campaign. Or, you can do what that wise third little pig did… and build your business house in brick.

When it comes to branding and business development, which little pig are you? Straw, wood or brick?

Building your house in brick means you’ve had sufficient marketing and general business experience to understand how perception management and the creation of customers truly happens. You know what you really want is not a series of one-note, one-off marketing tactics but an orchestrated concert. That’s why my job as a branding consultant isn’t just to make you look pretty; the real challenge for the consummate brand strategist is to build the seeds of your customer connections into your brand’s DNA. This way, every action and piece of communication can do a better job in helping you sing your company’s song. Not only does having a strong brand behind you increase performance on each initiative, but the cumulative impact is that you have established brand equity you can trade on in the future.

When I say “trade on,” I mean anyone who thinks sales are made in the moment is simply kidding himself or herself. To be able to “trade on” accumulated brand equity means you understand that a Sale is not a moment in time, but a culminating event. What is the event? The transfer of trust. They have heard your uniquely beautiful song; your consistency bespeaks your authenticity and your integrity. You can read more about Message-Centric Branding™.

Just as a great salesperson needs more than a come-on to run on, a company needs a brand. The straw and wood of this or that tactic often only serve to create the illusion of action. They don’t endure and they actually wind up costing you a whole lot more in the long run. Building in brick means your vision and values aren’t seasonal; you’ve taken the time to understand your target connections and your differentiators. Because if the creation of customers doesn’t sit at your company’s foundation, I’d like to ask you: what does?

8 B2B Branding Tips From A Los Angeles Brand Strategist

  1. Position actually trumps brand when it comes to long-term B2B marketing success… and that’s coming from a dyed-in-the-CMYK brand zealot! Know the unique pain points you exist to solve and be clear on the unique value your clients derive from working with you… instead of the competition. Position first, then brand.
  2. Be sure you have buy-in from every department from Sales to HR and Operations, but be wary of “creative by committee” and groupthink that will only interfere with what you really want: a memorable, cohesive, differentiated brand presence that advances your near-term Sale and creates equity that you will want to leverage in the future.
  3. If you’re simultaneously thinking about re-doing your website, start with clear objectives and a clean communications brief. Be sure that brief doesn’t stop at laundry lists; a stellar brand brief specifically spells out how we’re going to create interest and excitement with your most desired prospects.
  4. From there, establish a well-organized and intuitive site architecture. A streamlined and enjoyable user experience telegraphs a similarly outstanding customer experience.
  5. Just because it’s B2B doesn’t mean it has to be boring and dry. Just a sprinkling of creative panache communicates volumes about your business’ professionalism and marketplace maturity.
  6. Address the needs of different vertical markets with specific messaging. “All things to all people” most commonly leads to insufficient juice for anybody to get all that excited about.
  7. In today’s B2B world, remember: people are doing much more of their own research and decision-making pre-sale. To make it to their “short list,” be sure you’ve established the authority position with content that affirms your leadership and provides value along the buyer’s journey.
  8. SEO matters – even if your current plans don’t call for a major organic web marketing or Pay Per Click campaign, you want to rank as high as possible. Know your keywords and their contextual brethren.

Hope that gives you a little insight into how I help people build stronger brands. If you’d like more specific commentary on your business, I’m happy to help. You know where to find me! Though your soon-to-be-beloved brand consultant here is based in Los Angeles, I’m capable of serving from New York, Chicago, Nashville and Miami to Dallas, Seattle and Portland. (You get the idea.)

8 Branding Tips To Accelerate Small Business Performance

Branding tips so you, too, can increase customer/client interest and enthusiasm

You’ve heard (read) me saying it before, but it bears repeating. Branding isn’t what most people think it is. Sure, it includes fancy names, logos and websites, but beneath all of that, there’s something even bigger and more powerful. Done right, your brand is actually your customer creation formula. Done well, the entire company is reverse-engineered to marketplace needs and wants. When your brand is in the hands of an expert, it isn’t just your marketing that promotes company growth, but when the entire organization is properly aligned, its every word and deed serves in a virtuous circle of promise-making and promise-keeping.

As a Los Angeles brand strategist and copywriter, my job is to better connect you to the people who matter most to your success.

Branding’s holistic nature means that, by definition, it doesn’t readily lend itself to quick tip sheets and phoned-in work. You’ve got to want it more than that. And if you are looking to increase your organization’s strategic firepower and accelerate the pace of growth, sure, you can settle for fast and cheap. But is it reasonable to think results will somehow arrive disproportionately to the effort put forth? Nevertheless, it is my intent to be valuable in this blog post for you. So, what I want to do here is share with you some of the things I find myself thinking about when helping my fellow marketers crack their brand strategies.

8 Branding Tips, Or, More Practically Speaking, the 8 Principles of Branding Your Organization Needs to Understand

  1. Worry about aesthetics and marketing tactics only after you’ve arrived at a solid strategy for advancing both the near-term Sale and the company. This way, the wow that captivates and motivates is built into your very foundation; you get to experience the cumulative impact from every company action and sales initiative.
  2. Don’t stop at standard benefits. Pay attention to the emotional benefits, experiential benefits and self-expressive benefits your brand enables.
  3. Know how you’re different… meaningfully different!
  4. Pay more attention to the why of your existence (see the Simon Sinek Ted Talk, if you haven’t already.)
  5. Of course, be authentic. Your vision & values are immensely important, but it’s not only about you. What you really want to identify is the overlap between your beliefs and those of your various brand audiences.
  6. Prioritize the big concepts and ideas your company is about over laundry lists, and let those core messages help you organize the rest of your Sale.
  7. When expressing yourself, remember: if you can’t capture attention first, nothing else you have to say matters. Shoot for the moon. The bolder and brighter, the better.
  8. Both in B2B and B2C, a little humor conveys a warmth and congeniality like nothing else can… except maybe for an earnest welcome mat, possibly featuring Ziggy. (Sorry, Ziggy.)

“Hey, who put Branding into my Business Development?”

I did. And I’m not sorry in the least. Because business moves fast, and when you’ve got a chance to accomplish multiple business objectives in one fell swoop, you take it. If you’ve got questions about your company’s pace of growth, your marketing or your brand, you call me. We chat. If you think there’s a fit between your goals and my message-centric branding™ approach, we agree to roll up our sleeves and get down to business. If not, we thank each other for our time and move on. Easy-peasy. Come to think of it, what is that I see right there? A phone!? Wow. Talk about kismet. You should really use that to call me right now.

7.5 Ways This Los Angeles Brand Consultant Supports You

Brand-consultant-agency-Los-Angeles-CA-copywriter-Scott-Silverman-Articulated-Brands-Orgodomo-Website7.5 Ways This Los Angeles Brand Consultant Supports You

The people have spoken. They like lists. Specifically, numbered lists. Who knew?

So, without further ado, here’s a short list summarizing how I give my clients a leg up over their competitors.

What does a brand consultant do?

  1. Accelerates your near-term growth while building future, leverage-able equity
  2. Facilitates greater team understandings of what branding really is, bridges silos and engages all stakeholders by demonstrating how the brand applies to all departments from sales to operations to HR (recruitment, retention, engagement)
  3. Helps you communicate and lead by reducing your vision from the abstract to the concrete and operational
  4. Brings greater clarity and focus, as well as objectivity and fresh energy to your business development initiatives
  5. Defines your values, differentiators and benefits in a way that resonates with prospects
  6. Draws out from your core values the emotional benefits, experiential benefits and self-expressive benefits that invite greater connection, greater leads, greater market share
  7. Increases efficiency by creating greater organizational alignment and increases marketing efficiency by identifying a more robust set of strategic communications criteria

7.5  Lastly, only lastly, tends to the superficial, making you look, sound and perform like the creative marketing force you want to be

The image above: a recent branding and website example

One of my all-time favorite things to do is leverage the principles of big business branding on behalf of the smaller business. It’s not that I don’t have valuable things to say to Coke and GE; it’s just that I’m not as passionate about it. I’m relational. I like to connect with people in a way that makes a concrete impact on their lives and businesses. (Visit the live website of white-glove relocation and home organization specialist Orgodomo™.)

To brand or not to brand? That is NOT the question.

You already have a brand. The question is whether that brand sits atop the right position; the question is whether your brand fully leverages who you are in light of what your best prospects need to hear from you. Message-centric branding™ offers you a more practical approach to increasing performance across the board. If you’re ready to look beneath the surface of logos and pretty websites and find out what genuine brand strategy can do for you… I know just the right guy: me. (Operator standing by.)

Small business naming agency’s ideal client

Are you this small business naming agency’s ideal client?

This naming agency business is full of war stories. Just the other day, I had the good fortune of sitting down with a tremendously bright and experienced trademark lawyer. He’s seen his share of lackluster names, seen the results of well-intended punsters and he knows what’s out there service-wise. Our discussion prompted me to riff a bit here on why the process goes so badly for so many so often and how I think I’ve been able to defeat the odds. (No time for humility here – that’s on reserve for the brand vision inside you. For me, the only way to truly honor that vision is to meet it head-on: with whip-smart strategy and a process that mitigates the risks smaller businesses and smaller budgets face when trying to tackle creative projects.)

But, full disclosure: my ideal naming client doesn’t really need to be sold on the value of a good name. If he/she could afford it, he/she would absolutely be talking to the larger naming agencies.

Small-business-company-names-naming-agency-consultant-Scott-Silverman-Articulated-Brands-Los-Angeles

Recent name for a golf app by small business naming agency Articulated Brands of Los Angeles.

The more you understand naming’s unique objectives and challenges, the more you recognize the value here.

Thinking back, my ideal client has already tried to come up with names. Cocktail napkins. Endless hours on Google. Often, they’ve already gone the crazy Uncle Lenny and the crowd-sourced naming routes, coming up not only empty-handed but delayed and demoralized. If that’s not bad enough, on a few occasions, I’ve actually had to do cleanup work for clients who were utterly dissatisfied with the work of other reputable firms.

(That said, do I mind if you need some reinforcement about the investment you’re about to make and why? Absolutely not. It really is my privilege and my pleasure to answer all of your questions, even the tough ones, and to help demystify some of the notions around naming and branding in general.)

Where do many naming agencies and company namers get it wrong?

  1. Monkeys typing Shakespeare (Myth: the more people working on my project, the greater the chances of success. Reality: only one person is going to nail your new name by “getting you” the most. “Safety in numbers” simply does not apply to the company naming and product naming disciplines.)
  2. Inadequate listening.
  3. No real investment into the underlying business model.
  4. Branding over positioning. (Big, hairy mistake. And just asking you simple questions, without challenging you on the premises or analyzing the business imperatives, does NOT qualify as a legitimate briefing process.)
  5. Puns and misspellings and pedestrian polyglot, oh my!

How I’ve achieved success as a business naming consultant:

  1. A unique combination of analytical and creative strengths.
  2. A deep understanding of branding, positioning and business development.
  3. Uncommon focus and tenacity.
  4. A proven desire to help people get where they want to go.
  5. Infectious humor and enthusiasm – a happy process leads to happy names.

When it comes to the high costs of company naming, it pays to get it right the first time.

If you, like Goldilocks, have been searching for a just-right, priced-right option, I’m here for you. Clearly, naming is not an inexpensive undertaking. Not for you and not for me, either. (When you add up the hours that typically go into a naming assignment*, it’s not what you’d call a profit center. It just happens to be something I love doing for people.)

Is it a big naming agency you’re after or simply a killer name?

You: an innate appreciation for BOTH creative abundance and a streamlined creative process, a passion for bringing your new brand to life in the most meaningful manner possible, and a budget of five to ten grand, depending upon the number of options you desire and a few other factors.

Me: a total commitment to your naming success.

Call me on it.

*A naming assignment requires 48 – 68 hours of high-speed name generation work, depending upon the category and the number of options you’ve requested. In a future blog post, I’ll explain why the caffeine-fueled journey takes “so long,” even for a quick thinker.

Brand Discovery Objectives

What are the objectives of brand discovery?

While brand discovery can range from superficial and cosmetic to deep and probing, a typical goal is to provide a starting point for a comprehensive brand assessment. Brand discovery may then be said to share objectives with both brand assessments and brand strategy: more pronounced differentiation, greater impact, resonance, consistency and alignment, the establishment of guidelines for a brand refresh, and the opportunity to bring new ideas and new solutions to marketing or business issues to the fore. In order for a business to garner a competitive edge or maintain its success, it must remain in step with an ever-changing marketplace.

Brand discovery often serves as a check-in point or re-focusing milestone for the company: we said we needed to be x in order to capture opportunities a, b and c… are we doing that? Have we gone astray? Are we missing something essential? Are we proactively identifying the ideas and opportunities that will increase success and widen the competitive moat?

Companies take advantage of the brand discovery exercise because they want:

  1. To express their authentic vision, internally and externally
  2. To more effectively and efficiently garner attention
  3. To influence perceptions and cultivate positive predispositions
  4. To influence behaviors (both customers and employees)
  5. To increase engagement and foster loyalty (both customers and employees)

Is brand discovery similar to other strategy sessions or planning workshops we may have already done?

Today’s brand discovery, assuming you are working with a qualified and experienced brand consultant or agency, is not your father or mother’s “let’s all get together and work on our mission statement” agony session. Similar to any other strategic planning or organizational development initiative, but quite possibly the parent of them all, brand discovery is an exploration into the essence of the company. The branding team and other stakeholders assemble to ask who we are today in relation to who are customers are, who we want to be and who we may need to be, in order to better leverage strengths and overcome weaknesses as the company identifies and seizes opportunities while mitigating threats and risks.

What is Brand Discovery?

What is brand discovery?

Brand discovery is the process companies undertake to better understand how their unique value exists in relation to target needs and wants, their competitors, marketplace changes and perceived opportunities. Multiple, simultaneous inquiries into a broad range of business and marketing topics, often led by a branding consultant or discovery facilitator, aid the organization in objectively exploring today’s marketplace, the current brand strategy, the current brand identity and potentially more lucrative or sustainable brand positioning opportunities. Most commonly, brand discovery serves not as independent exercise, but as a precursor to a formal brand assessment or the development of a new brand strategy for the company. In traditional settings and small businesses, brand is typically viewed as an adjunct to marketing. In more progressive organizations, the brand and the business are considered to be synonymous.

What elements are typically involved in brand discovery?

Though the elements utilized in brand discovery may differ from agency to agency and consultant to consultant, there are some common themes. While some firms are content to have you complete a form, just as you would a brief for an individual assignment, other agencies and consultants use the information you’ve provided on the form as only a jumping-off point.

  1. Input sessions, creative exercises and brainstorming with the brand team to establish objectives and timelines, facilitate buy-in and explore the following topics
  2. Your company’s unique history
  3. Your products & services
  4. The features, benefits and self-expressive benefits of those products & services
  5. Your targets (needs, wants, demographics, psycho-graphics)
  6. Your competition
  7. Your vision for the future
  8. Your values
  9. Your primary points of difference
  10. Your strengths, weaknesses, opportunities and threats
  11. The emotions relevant to the purchasing decision and the brand experience
  12. Your existing marketing materials
  13. Any extant marketing research
  14. Key stakeholders and their connection to the brand
  15. Financial and marketing performance data (depending upon the scope)

For more on my distinct point of view as a brand consultant:  brand discovery.  In very near future blog posts, I’ll share more with you about what I think constitutes a fully-cracked brand, the true role of the brand discovery facilitator, the importance of building business development pragmatics into every branding endeavor and why the value of Message-centric Branding™ exceeds that of traditional branding. But if you have questions for me right now, why not give me a call or shoot me an email? I’m always happy to have a chat or lend any upfront advice I can.

 

Big Naming Company Options and Alternatives

Finding a great name for a new business, new product or service leaves many marketers feeling lost.

Let’s assume you already know a little bit about branding. Let’s further assume you quickly recognize the difference between a cool, catchy and unique name and a lame one. In fact, let’s assume the search for a standout company name is what brought you here in the first place.

Your options are limited.

Sticks and stones may break your bones, but naming fees might paralyze you.

On the one hand, you have the global naming agencies and the reputable New York, San Francisco and Los Angeles naming firms. I don’t begrudge them their rates. The good ones (of which there are really only a handful) are worth every penny, but for the small business on a budget, $25,000, $50,000 and even $250,000 are simply too much to pay for a name. This is especially true if you a startup or you’re launching a new product right out of the gate.

Some call it crowd sourcing. For naming, I think it’s the equivalent of practicing medicine without a license.

On the other end of the continuum from the big brand naming companies, there are the crowd sourcing options. I mean, who can argue with a couple hundred bucks, right? Most of the prospects I talk to and people who believe in higher standards, that’s who takes issue with the crowd-sourced naming options. Of course, the premise here is so intriguing, I have to admit that on the surface it sounds like a terrifically modern approach to the age-old naming challenge, even to me. So, where’s the rub?

Problems with crowd sourcing naming projects:

  1. Knowing how to wordsmith does not impute the strategic ability to properly position a company.
  2. One hundred or two hundred awful to mediocre contenders does not in any way equal 12-18 brilliant options, one of which you’ll actually select, clear through your trademark attorney and rave about.
  3. Of the submitted names, an overwhelming majority will include misspellings of common words, unavailable dot com domains and trademark trouble.
  4. There is a time and a place for cute. While your naming project could be one of them, it’s usually wise to explore all of your naming options, not just the cutesy ones, the cheesy puns, etc.
Company-naming-agency-business-names-consultant-Scott-Silverman-Articulated-Brands-Los-Angeles

Technology name example by Los Angeles branding consultant & naming consultant Scott Silverman, Articulated Brands.

So, is there a company naming agency that can go toe-to-toe with the New York, Los Angeles and San Francisco naming agencies at 50% less cost?

Hi, I’m Scott. So glad we met like this. Check out the company and product names portfolio. Read through the testimonials. I made naming a specialty of Articulated Brands® because it’s a chance for me to give people a leg-up from the get-go. Though I’m based in Los Angeles, I’m giving those New York and San Francisco naming agencies a run for their money. (Not to mention the Chicago naming agencies, the Seattle naming agencies, the Fargo and Fairbanks naming agencies… you get the idea.)

Brand Strategy Consulting Is Business Development Done Right

What’s a copywriter, branding consultant and company naming guy doing consulting on business development for over 20 years?

Not every copywriter, branding consultant or company naming agency will focus this intensely on your business development fundamentals.

And that’s my point, exactly.

Sure, sometimes your deadline is looming and your budget is tight. You need an experienced copywriter who has enough familiarity with all manner of copy assignments to quickly dig in and make you sound polished, professional and personable. I still fill this gap for people everyday. And, of course, I’m fortunate to have this much experience creating high-impact marketing and advertising. And, yeah, a quick wit and a conversational style, well, those have certainly come in handy. (For examples of short, snappy, often humorous copywriter samples, please see advertising copywriter portfolio.)

But let’s not kid ourselves into thinking these creative executions, this tactical work… even when it spikes sales, wins awards and opens up new pathways of thinking… can even come close to what you can accomplish when we focus our attention on something much more critical to scalable, sustainable success: how we’re going to build what we know about customer creation into our very foundations.

Los-Angeles-branding-consultant-business-development-company-name-logo-web-design-development-Los-Angeles-Scott-Silverman-Articulated-Brands-brand-strategist-creative-driector-copywriter

A recent website and branding example by Los Angeles’ Articulated Brands®, the message-centric branding® & company naming agency founded by brand strategist and veteran, freelance creative copywriter Scott Silverman.

As a copywriter, the focus is on how to say it best. But as a branding, positioning and messaging consultant, my focus is on accelerating strategic growth, pure and simple.

Even slight adjustments to how you are capturing your company’s core value can exert a profound influence on your ability to captivate and resonate with your most important prospects. A few years ago, I sorta coined the term “telescopic clicks” because what may seem to like nuance and hair-splitting to the uninitiated actually has the capacity to change your field of vision… and the game. When you need someone to creative interpret and breathe life into your extant brief, that’s the copywriting side of me. When you want a fresh, objective perspective on business development – from how you are defining the market opportunity to how to render your vision in a more target-centric way, and from the operations side of your pillars to whether adequate, relevant differentiation has been built into your model, you want to be talking to the one guy who has set himself apart by making branding make business sense…. even for the smaller business.

The Harvard and Wharton grads have their tools and methodologies. I use branding and brand discovery to provide a framework for business development because it’s a brilliant opportunity to kill multiple birds.

You wouldn’t think someone who operates in these disciplines would be engineered for efficiency and results, but, for me, saving companies marketplace time is the holy grail of strategic accomplishments. There’s just no sense in building brands that haven’t been engineered to forge real connections and real results. There’s just no sense in hiring consultant after consultant only to realize later that a holistic approach is far better, both financially and psychologically, than a series of half-answers. When your company is in a position to nurture a longstanding relationship with a copywriter, by all means, grab it! You’ll experience a cumulative benefit to the copywriter’s increasing understanding of your unique business and your environment. But when what you really want is business growth and a galvanizing brand, you need far more than a wordsmith. Count on the one brand consultant who brings clarity and focus first and foremost to your business development strategy and then, of course, to your communications.

 

 

 

 

 

Company Names Need Great Taglines, Too

As if finding a unique company name weren’t challenging enough… guess what. You need a great tagline, too.

Since I spend a lot of time talking about company names, today, I want to give company taglines their due. While your unique company name may begin to tell the story of your brand, your tagline can further build on the intrigue. If the human tendency is to think literal for naming, that tendency becomes even more pronounced when you are trying to sell a client on a great brand-building company tagline. When clients are thinking function, function, function, I gently try to remind them of context. Since your three primary brand identity elements of name, tag, logo are more about “setting the stage” for the sale than actually making it, a tagline limited only to the “what” of what we do can be a giant missed opportunity. A missed opportunity for what, ask my two readers. A missed opportunity to stand for something larger than yourself and your own commercial gain. This is why, in brand discovery, we get into bigger picture issues of vision and values. Because if we can identify a point of target intersect, a place where the company’s beliefs overlap with customer vision and values, that’s a solid brand position. If we can capture the essence of that in a simple tagline, all the better.

Company name first, company tagline second

I know a lot of company naming agencies present name options with taglines. Over the years, I’ve really come to dislike this practice. To each his/her own, I suppose, but I think it’s a short-cutting of something ripe with possibility. The advantages of having a final name selection in place (including legal clearance) prior to developing taglines are:

  1. We now have the benefit of all the conversation held around the name options; odds are there were many strong contenders and the client had a lot to say about each and every one. Can any of the juice around those other names become inspiration for the tagline?
  2. The name is strong in many ways, but not all. Can we use the tagline to round your story out?
  3. Generating multiple taglines for multiple name options is exhausting. I think it’s akin to “using creative as a search for strategy” — something I’ve long since retired. It’s bad business, inefficient both for clients and for myself, and demoralizing for the creative talent involved.

By way of example, I want to salute two great taglines

Instead of talking about my own work like an egomaniacal, coked-up chef (wouldn’t it be more fun just to call — wouldn’t it make for a better story?), I just want to use two great taglines to illustrate at least some of what I like and why.

Dow Scrubbing Bubbles – ya know, the bath stuff? No, that’s not the tagline. It’s (as if I need to tell you):

We work hard so you don’t have to.

First, it’s conversational over wordplay (sometimes okay) and punniness (careful, kid!) Second, they tie the us-side into a direct human benefit. Most companies get lost (and lose all of their marketing muscle) in a world of me-centrism. Third, the previously mentioned benefit… it’s enormous! Less work? Are you freaking kidding me? I’m writing taglines here! Who’s got time to scrub, and that’s assuming I even know how to scrub. Come to think of it, maybe I should spray some on the laptop right now. Maybe those little dudes can help with this blog post? Fourth, the common sense inherent in the line is almost Franklinian; with a practical magic like that at work, I can think of this as a very practical purchase… and not the indulgence it probably is. (For what it’s worth, I do use this stuff on everything. With bubbles on my side, I can!)

USAA – the insurance company for veterans and their families:

We know what it means to serve.

Okay, so here there is some wordplay, but look at how good it is! It’s not clunky; you can read it as a simple statement without feeling goofy. What other brilliant thing did they do here? They tied their how promise – a qualitative distinction around the typically-to-be-avoided-at-all-costs abstraction of “service” – into their why! While I don’t know for sure it’s authentic, it certainly feels true for them. Relevant and resonant? I’d say their targets would appreciate the sentiment. Differentiating? Well, for their primary audience, I think they captured the difference already in the brand… and knocked it out of the park. Somebody’s getting a fan letter…