The coolest thing about branding is getting to know people from other places and learning about their cultures. The other day I was on YouTube, watching and listening to IZ videos. If you're from Hawaii, you know what that means. If not, search YouTube for "IZ," and treat yourself to some practical Aloha. This gentle giant's sweetness came out through his voice and his ukulele playing (oo-koo-ley-ley). I get emotional over music sometimes. And there I was with my headphones on, tears welling, listening to this 800 pound man sing "White Sandy Beach," "Somewhere Over the Rainbow," "What a Wonderful World," and "Hawaii '78." I even liked Pearl Jam's version of "Hawaii 78." Something I'm learning is that there is a lot more to Hawaii than meets the eye.