needle for a brand in a market. Multi-channel marketing is where every company has to go for any branding and perception. I just don't know how even a starter generates lift for a small or large company in BYU's local and more broad national market where a small percent of alumni will even know or care about a specific player, and even ardent fans will shift buying behavior because of a single name, image and likeness. The overall byu brand is much stronger, and I'm still puzzled about how that cascades down to a specific player value.