In this episode of Builders Wanted, we sit down with Cole Moir, Vice President of Brand and Digital Marketing at TCL North America, to explore what it takes to create a standout brand in a crowded market. Tune in to hear about the methods behind creating high-impact, emotionally resonant brand experiences and the future role of AI and personalization in marketing.
In this episode of Builders Wanted, we sit down with Cole Moir, Vice President of Brand and Digital Marketing at TCL North America, to explore what it takes to create a standout brand in a crowded market. Tune in to hear about the methods behind creating high-impact, emotionally resonant brand experiences and the future role of AI and personalization in marketing.
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Key Takeaways:
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“ The key is to design brand experiences that respect attention, not demand it. In a world of infinite content, brands that break through are the ones that earn the moment by being useful or entertaining or emotionally resonant. We don't chase eyeballs, we chase impact.” – Cole Moir
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Episode Timestamps:
*(02:08) - The boldest thing TCL is building right now
*(06:08) - How Cole thinks about aligning brand moments with cultural ones
*(09:17) - How to design brand experiences without burning out your audience
*(12:54) - How TCL stays fresh in a fast moving category
*(21:54) - What Cole learned from campaigns early in his career
*(28:28) - Quick hits: insight and inspiration
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Links:
Connect with Kailey on LinkedIn
Learn more about Caspian Studios
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Sponsor
Builders Wanted is brought to you by Twilio – the Customer Engagement Platform that helps builders turn real-time data into meaningful customer experiences. More than 320,000 businesses trust Twilio to transform signals into connections—and connections into revenue. Ready to build what’s next? Learn more at twilio.com.
00:00:00 Kailey Raymond: Welcome back to Builders Wanted, the podcast for people shaping the future of customer engagement. Today's guest knows what it takes to build a brand that punches above its weight. I'm joined by Cole Moir, Vice President of Brand and Digital Marketing at TCL North America, one of the fastest growing consumer electronics brands in the world. Cole’s led award-winning campaigns built high impact sports and entertainment partnerships, and helped TCL break into the US market with a bold, personality driven approach in a category dominated by giants. Cole's team has found ways to stand out, surprise, and connect with creative that's as smart as it is scalable. Today we'll dig into what it takes to craft a memorable brand in a crowded space, how TCL thinks about cultural relevance, and why clarity is more important than cleverness. Let's get into it.
00:00:58.2 Producer: This podcast is brought to you by Twilio, the customer engagement platform that helps businesses turn real-time data into seamless personalized experiences. Engage customers on their terms across SMS, voice, email, WhatsApp, and more. Power every interaction with AI so conversations feel natural, not robotic. Adapt in real time, delivering the right message on the right channel. Exactly when it matters. That's the power of Twilio. More than 320,000 businesses from startups to fortune five hundreds trust Twilio to transform customer signals into conversations, connections, and real revenue. Reimagine the way you engage with your customers. Learn more@twilio.com.
00:01:46.9 Kailey Raymond: Cole, welcome to the show. Excited for you to be here.
00:01:49.7 Cole Moir: Thank you. I'm so excited to be here. Honored to be talking with you.
00:01:53.9 Kailey Raymond: Cole,we're gonna kick it off and in the theme of Builders Wanted and, and kind of ask you a little bit about what you're building right now. So I know you've worked across agencies and now lead brand at one of the top TV companies in North America. What is the boldest thing you're building right now at TCL?
00:02:12.9 Cole Moir: That's a really exciting question and one unfortunately I can't fully answer for you because a lot of it's been in the pipeline. We're building a lot of really incredible things with our partnership with the NFL and our recently announced partnership with the Olympics, so you'll start to see that rolling out really soon from a campaign perspective. Outside of campaigns, we're doing a couple really interesting things around building unifying communication and rebuilding communication architecture. Including language and visuals, we're developing as much as possible frictionless environments and ecosystems that help consumers navigate their way. And then we're looking into personalization at scale and AI and automation. So there's four kinds of things that we're focused on at the moment outside of campaigns to really kind of build TCLs presence in the space.
00:03:03.7 Kailey Raymond: Beautiful. All the things that I love talking about. Cole, I'm excited to dig a little bit deeper into some of these with you. I also love the teaser trailer of, I can't tell you 'cause it really makes me wanna listen to the rest of what you have to say and to watch the campaign launch. But to kind of roll it back is I’m wondering if there's like a moment in your career where you found that in order to be bold, you had to go against the grain. Do you have one of those and what did you learn from that?
00:03:32.4 Cole Moir: Yeah. The one that comes to mind is at Motorola. When I was at Motorola, the phone company, we developed a campaign called Phone Life Balance where at the time a lot of people were actually through studies. We learned that a lot of people were talking about how disconnected they felt through their phones. It's where they were going to order food and it's where they were going to meet partners, but there were fewer and fewer dates. As the research kind of showed, there were fewer connections. So we developed a campaign called Phone Life Balance, which was kind of counterintuitive for a company trying to sell you a phone. And we decided to address the problem with this campaign where we fielded a study to understand where people were comfortable using a phone and we asked them if they were comfortable using it in the restroom, at funerals, or even during sex. And we found overwhelmingly that, you know, it was just a part of everyday life. I think we saw something like 70% of people actually felt comfortable checking their phone during sex, which was –
0:04:36.4 Kailey Raymond: What?
0:04:436.4 Cole Moir: Wild. Wild.
0:04:38.6 Kailey Raymond: The counterintuitive data that you might not have expected.
0:04:44.0 Cole Moir: 100%. So it really gave us ground to build this campaign around how people had relationships with their devices and were kind of replacing relationships with friends and family with their devices. The great thing about it was when we released it with all of this interesting data, we got to test it in market first, and we had an overwhelmingly positive feedback around the campaign and how we were really addressing a problem head on, particularly as that brand. However, when it went to market, it didn't perform as well as we actually wanted, and a lot of other brands were actually, people were attributing this campaign to a lot of other brands like Nokia or Apple. So what we had to go back in and do is realign and reframe that messaging to make it more emotional and restructure the communication architecture in a way that really drove impact.
0:05:35.7 Kailey Raymond: That's really, really interesting. It's also interesting that one of the key insights that you're bringing out here is that bringing it back to emotion is something that you wanted to do to land this campaign message of something that I talked about with my brand leader, Adam, a little bit ago when he was talking about the Twilio rebrand that just launched and what a crucial kind of part of what we're trying to do in that authenticity and actually speaking to the human on the other side of the campaign is really what we're trying to achieve. So full circle here right now. One of the things that I know you just did as well, as you said that you launched and partnered with the International Olympic Committee. So it's obviously a massive global platform. It's also something that kind of speaks to that emotion to me personally. I'm wondering, how do you think about aligning brand moments to cultural ones?
0:06:28.9 Cole Moir: Yeah, when a brand like TCL partners with a platform as iconic as the Olympics, the goal isn't just visibility. It's cultural relevance. The Olympics are one of those rare moments when the world tunes in together. It's not just about sports. It's about human achievement, unity, and inspiration. That emotion is that white space where a brand like TCL can really show up, not as a sponsor, but as a storyteller and a partner to those individuals. For me, aligning those brand moments with cultural ones means three things. Be present when people care or where they care, tapping into shared emotion, and then making it personal. All of that kind of together helps us stand out as a brand and leaning into that emotion to tell that story is really how we drive impact.
0:07:24.3 Kailey Raymond: That's beautiful. Yeah, so we keep coming back to this. I think this is going to be a core theme of what we're talking about today. And I think it's also perhaps related a little bit about how you actually are building some of that strategy as well. So I know, obviously, you've leaned into partnerships across your career with the NFL, Hollywood, eSports. What's the strategy? Can you give me an insight into how you actually make it feel authentic when you're bringing together these big brands?
0:07:52.8 Cole Moir: Absolutely. For us, a strategy is really simple. It's meet the customers where the passion lives. The NFL, Hollywood, eSports aren't just cultural touch points. They're powerful ecosystems where influence is earned. So the NFL, for example, we tap into the legacy, the community, the competition, the loyalty, and the value that aligns perfectly with our brand, which is built on performance at scale. For Hollywood, it's about emotion and storytelling, getting our products placed in environments where people feel most inspired. And then for eSports, bringing us into the future, the next-gen audiences, high performance, the digital natives and their behaviors, each partnership letters back to the core of relevance at scale.
0:08:45.8 Kailey Raymond: Yeah, all of what you're saying kind of has this central thesis of like, you want to make sure that you're tapping into this authentic, emotional kind of feeling. And it feels like there's this thing around breaking through. And we're not in a world in which we have a scarcity of content, that's for sure. There seems to be infinite content anytime you scroll on any of the streamers or even if you're trying to purchase a new book on a Kindle, it just seems like there's no shortage of content for you to be able to choose from. So I guess I'm wondering when you're starting to design brand experiences and you want them to break through, how do you do that without burning out your audience?
0:09:25.8 Cole Moir: It's a really great question and one we kind of noodle on a lot. I think for us, the key is to design brand experiences that respect attention, not demand it. In a world of infinite content, brands that break through are the ones that earn the moment by being useful or entertaining or emotionally resonant. We don't chase eyeballs, we chase impact. So there's kind of three things that our approach is rooted in. The first one is relevance. The second one is rhythm or cadence. And then restraint is the third one. So relevance meaning we show up with something that matters to audiences at the right time with the right context. Rhythm is about the sequence or experience across platforms. So we're not overwhelming people with noise but guiding them through a narrative. And then resistance is about knowing when to engage. Sometimes being present is not a part of the brand ID. And if we're doing that and making noise without value, it's not going to help us engage our audiences or move the business forward. We're not building trust when we do that.
0:10:41.7 Kailey Raymond: I love what you're anchoring around, which is this idea of being really customer-first and treating your customers the way that I'm sure that you like to be treated as a consumer as well, which is context-first. Like, you know something about me, you know that you've already been served this ad ten times on different channels, and so maybe we need to switch it up a little bit for you or, you know, kind of give you a slightly different message. And I also love the ability to restrain yourselves and have that concept of value exchange and make sure that you're giving an offer to your audience in a way that feels like it's worthwhile to them. And it's not something that is just, to your point, to drive eyeballs, but it's to drive impact. That's really resonant. And I'm wondering, do you have like metrics that you associate with each of these buckets?
0:11:37.6 Cole Moir: Absolutely. Relevance is how, you know, engagement kind of relates to how content appears to them. So engagement, you know, the impressions over the kind of participation. And then we look at sentiment to understand the relevance behind that. Rhythm and cadence, we work with our media partners to understand where we kind of hit that point of diminishing returns against each one of our audiences after, you know, the number of exposures. And then restraint is less about the metric and more about really understanding what the brand idea is and where it's important for us to show up versus where, again, we just become noise, where everyone's, you know, yelling the same thing.
0:12:21.2 Kailey Raymond: That's really, really interesting. I love that you're thinking about, you know, your other competitors in the field as well, and you want to stand out. You want to be different. You want it to be authentic to who you are and what you're doing. Thinking about, you know, the way that you're measuring those things is really interesting. I love it when kind of brands show up really authentically, and they're thinking about that value exchange for people. So I really appreciate that you're doing that. I also know that it's hard to kind of keep up. There's a lot that's going on with brand cycles, with new categories that are being created, product cycles are moving fast, attention spans are moving really fast. So how do you make sure that you're keeping a brand fresh in a category that moves really, really rapidly?
0:13:04.7 Cole Moir: Yeah, that's a great question. Because, you know, at TCL, what I try to do is, what we try to do is really think beyond the product cycle and create a dynamic ecosystem that's available for everyone, no matter where they're at, kind of in their purchasing journey. In a category where tech evolves fast and buying cycles are relatively long, on average, we see them, you know, to be four to six years, the technology grows so, so, so much faster. So we focus on communicating the benefit and why it's important and why you should pay attention and why you should consider versus just the speeds and feeds of the product. So we like to think we stay sharp in three ways. We build momentum by reaching mass audiences with benefit-led storytelling that evolves with the audiences and aligns contextually to affinity groups that we've outlined as potential audiences. And then we tap into culture in real time so that we're not recreating trends, but we're sharpening them in a way that's authentic to who we are as a brand and again, contextual to that audience. And third, we make sure that then we're able to integrate the product narrative into a way that syncs up with kind of those cultural moments and that benefit-led messaging.
0:14:28.7 Kailey Raymond: That's really interesting that you feel like you're able to be agile enough to attach yourselves to these kind of like ever-changing cultural moments. But to your point, what you said is you're not necessarily looking to create culture. You're looking to almost like take that trend and amplify it and make it contextual to the audience, which is just a really smart way to be relevant and continue to be relevant. I also didn't know that the average cycle was two to four years, but sitting here as somebody who just quote unquote upgraded to an iPhone 14, it actually makes a lot of sense that the tech moves a lot faster than my ability to actually keep up and purchase it. So that's a problem that I'm sure you're up against all the time.
0:15:12.4 Producer: Great customer experiences aren't magic, they're built, and Twilio is the platform that helps you build them. Every customer action, browsing your site, opening an email, reaching out to support, triggers instant AI-powered personalized engagement across SMS, voice, email, chat, and more. No delays, no guesswork, just the right message at the right moment. From automated messaging to seamless authentication to hyper-personalized customer journeys, Twilio's customer engagement platform powers millions of interactions daily, helping businesses drive loyalty, optimize marketing spend, and create experiences that people remember. Twilio is the ultimate toolbox for customer engagement. Ready to build experiences that matter? Visit twilio.com. I'm wondering if there's
0:16:04.7 Kailey Raymond: Something that you think that people misunderstand about building brand affinity within consumer electronics.
0:16:11.4 Cole Moir: Yeah, it kind of goes back to what we've kind of centered the conversation around is, you know, a lot of people think that it's speeds and feeds for what that product is, right? It's how bright is it? What are the nits that help create that brightness or the technology for, you know, what makes local dimming that adds dimension to the picture? Those are all really important things. And it's that technology that really sets us apart. But truly, and because buying cycles are so long, it's about the emotion that we can create with our content that really unlocks how people experience the TVs and the products that TCL sells. So we really, again, focus on creating those moments of why that are kind of built around emotional connection to help kind of sell that product. It's not just a TV, but it's, you know, watching your favorite team win. It's, you know, creating those family time moments.
0:17:09.6 Kailey Raymond: That's really interesting. My brain is kind of going to this place of curious about the architecture that you build for, like, what emotions and moments might be appealing based off of the brands that you've worked with. I'm sure that you've leaned into many different emotions in the past, and they probably layer up to some sort of, like, brand architecture of messaging overall. Like, I don't know, just some insight into what that process actually looks like and how you make sure that you know for this brand, which ones are the right ones to lean into.
0:17:45.3 Cole Moir: Yeah, a lot of that stems from who we are as a brand and how we've built that architecture. And we tend to lean into a more funny space, right? I think a lot of times people think of emotional as kind of sappy or the holiday about, you know, bringing home the holidays and uniting people. But emotion is a wide range, and we think of ourselves as a little bit funny, a little bit trendy, a little bit controversial when we talk about it. You know, this is a big expense, but a lot of big moments happen around the TV. You watch the election, you watch, again, your favorite teams, you seek comfort from the movies that you watched when you were growing up. So a lot of emotion kind of happens around it. We kind of take an edgier kind of fun approach to kind of that from an emotion. And then where we think about that is with those affinity groups that we built. And one of them for us is a sports fanatic, right? Because we have so many relationships with big sports organizations like the NFL and the Olympics. So then we dive deeper into what that emotion means during those kind of cultural moments to be relevant to those audiences.
0:18:57.7 Kailey Raymond: That makes a lot of sense. These affinity groups are essentially like kind of some of your core personas, perhaps folks that have a specific context in which they turn on the TV. More often than not, they're going to watch sports, for instance. And serving up specific components of that emotion to those folks in particular and driving that kind of personal touch in that campaign. Really interesting. Walk me through one of the recent campaigns. And we were just kind of talking about this, Richard's talking about sports fans. Maybe it's like the Olympics or the NFL. What in that campaign really captured TCL's identity?
0:19:31.9 Cole Moir: What made that moment click? One that comes to mind and, you know, I wasn't fully responsible for this. I came in at kind of the back end of this, but Season of More. And that was brought to life by a really smart team here. Tom Hofferdin, Andy Thompson, and then a whole other group of people. So really smart people brought this together. But Season of More was, we truly wanted people to experience their favorite team as if they were sitting on that 50-yard line. And we felt our product was best positioned to do that with our technology and our end-to-end development of the product. Like we're one of the only brands that can say kind of from top down, we're giving you this, you know, custom built end-to-end experience by TCL. And that's how we can talk about premium. And we wanted to give that to those consumers as if they were experiencing those games. So each week we put together kind of like a planned bet and everyone was eligible to participate in it. All you had to do was sign up for our email. And what we would do is if that came to life on the football field and everyone won, then we would fulfill that bet.
0:20:43.3 Cole Moir: And that happened in Thanksgiving. So one of the biggest examples we have for that was Thanksgiving, maybe two Thanksgivings ago, where we gave away a million dollars worth of TVs. And the planned bet was that we would, if somebody returned a kick for 99 yards or 98 yards, then we would give away a million dollars worth of TVs. And they did on Thanksgiving. So every week it was incredible to watch people engage with these kind of planned bets that we had made. And again, the goal was to give them the opportunity to experience these TVs.
0:21:24.2 Kailey Raymond: That's an unbelievable campaign for so many reasons. I mean, also the fact that you are engaging in something that's happening real time. It's this idea we were talking about of like culture jacking as well, of making sure that you are in touch with the moment. It's something that is like this feedback loop with fans too, so you can see what they're bidding on more or whatever. So it's giving you more ideas. It's just like, that is unbelievable. Very, very smart campaign. I know that you've run some other campaigns earlier in your career that are quite unique. In particular, I'm thinking of one where there was a bacon themed dating app during your time at Oscar Mayer. As I understand it, you used the Wienermobile as a matchmaking limo. So first of all, like wild idea. Incredible to pull that off. The buzz must have been insane around that. Tell me about that campaign a little bit more and what it taught you and how you think that just crazy ideas kind of come to life and how you know when an idea is crazy enough to work.
0:22:33.1 Cole Moir: Absolutely. I was lucky enough. This was when I was at the agency 360i, really brilliant, smart agency. And I was lucky enough to be a part of such an incredibly smart strategic creative team that really helped build this idea. Heather, Paul, Leslie, Meredith, again, a huge team, Ashley, Neha. They put together this kind of idea that was built off the insight that people feel loved when we talk about or see bacon. And it's kind of that experience with waking up and smelling bacon when your mother is making it or your parents are making it for you in the morning. So they just transitioned that the idea of bacon equals love to a dating app, which was really incredible. It really picked up. There was hundreds of thousands of impressions in the first day and it was one of their most successful campaigns. The campaign taught me that even when an idea feels a little out there or crazy, but still tightly aligns with the brand ID and the objectives, you're really onto something. The dating app was wild, but it wasn't random. It was rooted in Oscar Meyer's longstanding brand
0:23:48.9 Cole Moir: Personality, playful, nostalgic, and unapologetically fun. That alignment gave the team permission to go big and the audience rewarded us with attention and a ton of engagement. The memes, the bacon dating memes that we got were absolutely incredible.
0:24:06.2 Kailey Raymond: I bet. I often think that when you're a little bit nervous, maybe you're onto something, especially to your point, if it's fully aligned with your values, who you are, your personas that you're building, but it's just like a little bit out there and maybe we haven't seen this before, that's when you're onto something potentially really good. So that's a really good insight.
0:24:31.4 Cole Moir: Yes. And the lesson with that is that virality isn't a strategy, but strategic ideas can go viral when you tap into that emotion and that kind of cultural moment and that clear alignment with the brand ID. So lucky.
0:24:45.7 Kailey Raymond: Okay, retweet that. Virality isn't a strategy is something that every influencer needs to hear right now. I'm sure that they're all writing down their pages of strategy around making viral moments, but I agree. There's something around that being like the bonus that is happening because you're so well in tune with what you're doing. Cole, I think that we often think about brand as something that's kind of larger than life. It's big, it's splashy, but there's also all these little decisions that are kind of going along the way that end up actually contributing to the brand and making it what it is. So I'm wondering if there's any of those small little decisions or kind of frameworks that you put in place when you're actually creating a brand that end up moving the needle more than what we see at the end of the day.
0:25:37.6 Cole Moir: I'm glad that you asked that because I think that's where I'm really passionate about a lot of the work that we're doing because it is those small things that really make a big impact. And there's two that really stand out for me. And the first one we've been talking a little bit about is the communication architecture. How are we structuring our communication in a way that really resonates with audience? And again, we've talked about moving away from kind of specs to benefits, but how are we doing that in a way that also pays off with that technology so that we're building equity and we're aligning to our premium nature? And so building a communication architecture that allows us to tell the story in a really sharp way, but then deliver a payoff of what the technology is that provides that benefit is an area that we're focused on for consumers so that we're educating, providing value at the same time we're answering the why for the business. And then that second one that we focus on is really consumer benefit language. It's that small bit of shifting gears that really allows us to connect with consumers in a really thoughtful way and drive kind of conversation that makes an impact.
0:27:03.2 Kailey Raymond: Yeah, it's really interesting. I feel like if you're not in marketing, everybody first of all thinks they are a marketer. They think they can do what you do, what we do, and that's not necessarily the case. I'm sure you get it all the time. I certainly do. Here's an idea. Why don't we just do that? It's like, yeah, yeah, okay. All feedback is good feedback. But at the end of the day, what you're saying is there's a real strategy. There's a real methodology. There's a real structure that you're putting behind all of this to make sure that it makes sense, to make sure that your team is fully enabled to do their best work because they know exactly what the brand feels like and sounds like and can come up with the best ideas and activations and campaigns because of that really unsexy background work. You know, at the end of the day, all people see is maybe they see an ad or an activation, but the work that goes into it, the foundation setting, is the hard stuff that a lot of us focus on every single day. So just shout out to you, Cole, for that foundation setting.
0:28:13.3 Cole Moir: There's so much of it, and it really is one of the most exciting parts of the job.
0:28:18.8 Kailey Raymond: I'm glad that you love to build that foundation, too. That's what this is all about, you know, building a brand.
0:28:24.0 Cole Moir: Yes, we always say, lay the concrete before you pick out the curtains.
0:28:28.5 Kailey Raymond: Cole, I want to leave some folks with some inspiration. Is there a brand that you admire right now that's doing really great work besides
0:28:38.5 Cole Moir: TCL? Absolutely. I love this. This is where I spend a lot of my time, but I really focus on brands that don't just market well, but that are really focused on moving culture and brand loyalty and showing up with purpose and precision. And a couple of them that stand out for me is Nike. I don't know if you can see on my wall, I keep a tremendous amount of vintage Nike posters that I think are inspiring. And they help drive creativity specifically with my team, so when they come in and talk to me, they see all of the stuff that Nike has done in the past and how it's built. But they've really mastered the art of emotion, emotional storytelling. And they're not afraid to take a stand, which I think is really fantastic. Liquid Death is another brand that I really love to follow. They've really redefined what it means to be a brand, a water brand, their tone, the way that they connect with audiences, the way that they show up, and their merch is incredible. I think they just did a coffin that actually is a cooler that you can take to events.
0:29:44.0 Kailey Raymond: Classic. That's awesome.
0:29:45.8 Cole Moir: It's really, really, really smart the way that they've really embodied their brand and how they're tapping into culture. And then Glossier, you know, they built an entire brand off listening and co-creating with their community. So I think that's a really smart way to get audiences engaged and let them tell your story for you.
0:30:04.3 Kailey Raymond: Beautiful. I love those. If you had to bet on one thing that you think is going to define the next five years in consumer brand building, what's your money on? We're going to place one of those bets, you know, like TCL is talking about.
0:30:18.4 Cole Moir: Perfect. Perfect. And we'll give TVs away for that. I think AI and personalization will power a lot of where we go. It'll be less about us just creating content, but powering tools that, you know, create content for us and help us tell those stories at scale and help us understand consumers in a way that moves marketing to that next level.
0:30:40.9 Kailey Raymond: Yeah, and to your point around personalization, I mean, in theory, there's no better tool to have the right context if you have the consumer profiles to be able to pass that information to any of your kind of downstream platforms where you're perhaps performing advertising. Like, there's a lot of capabilities to unleash with making sure that every single ad, every single interaction that you have is context-based and powered by AI. So it's a very exciting future for sure. We're going to close out. Last question for you today, Cole. What's the best advice you give to somebody that's trying to build a standout brand in a really competitive category?
0:31:18.7 Cole Moir: Hands down, clarity beats cleverness. In a really crowded category space, people aren't winning because they're the loudest or the most interesting. They're winning because they're the most knowledgeable. They're able to really translate that. So clarity beats cleverness.
0:31:37.1 Kailey Raymond: I love that. That is something for every marketer to remember and put that on a post-it right on their monitor every day. I appreciate that. And I appreciate all of your wisdom today, Cole. It's been great getting to know you, and thanks for the time.
0:31:52.0 Cole Moir: Thank you so much, I really appreciate it.