* This is supposed to represent a Northstar. Which is what we're ultimately working towards. We are defining what the Northstar is. To do that effectively, we have to spin it many times. Test a bunch of bad ideas. Find the good ones. We're trying to land in a green space we can 'win.' We like to make branding that speaks directly to the product value. Otherwise, you're being ambiguous, making people feel stupid or blind to the message. :)