[6:39] Validating Brand Strategy with Authentic Brand Testing “We took this entire brand and spent months using data to inform it by putting it in front of the customer firsthand. This was a truly great moment in our development journey, one that put the human at the center of everything we do. It pressure-tested and validated some things we needed validation on, and it helped build confidence. It also allowed us to make some corrections before further investing.” – Jody Guetter