Joel Beckerman

So it's like, hey, I'm here, but don't be afraid.

To me, the worst one out there is, you know, I don't know if you've had this experience, but you go and you put your credit card in a credit card reader.

And it's the kind you slide in to the credit card reader.

And then you hit a couple of buttons and you're ready to leave.

And then all of a sudden you have the reader yelling at you.

It's like, don't forget your card.

But you think about it from the personal experience and also think about it from the brand experience.

Do I really want to have a crappy experience in association with just making a purchase?

I'm now sort of being penalized for making the purchase.

I don't think that was the intent of the people trying to sell you something.

Audrey, I don't know if you just got yourself a new client or cost yourself a new client.

Yeah, with Toyota.

We would all love to call out these, you know, because it's just not necessary.

It just needs to be.

To me, the gold standards are the ones that are iconic and enduring.

Okay.

So I would say most people might say off the top of their head the McDonald's jingle, right?

That's something they've been working on for 30 or 35 years.

You're familiar with it.

It feels like home.