Which of the steps are you focusing on in brandgrowth Awareness, understanding, acceptance, or loyalty?
We're working on different steps in different areas. For example, our Colbert line is thriving in American markets, we've already reached the loyalty stage. In Asia, however, it's a different story. Most people haven't even heard of Colbert, so we're working on awareness through a lot of product launches and related activities.
What are you doing to increase understanding in the European sector?
Understanding comes from product differentiation. We get that through product demonstration, literature, expert testimonials, and the like.