00:10 Marc Ecko: So many people say, "Oh, I need to build a brand. I think, well, if I polish up my social media headshot, and I vomit into the social media vomitorium, all of my ideas and everything that I'm reading, that that will establish my brand." And I say, "Bullshit" to that. Your brand is not the game of perception. It's not what you parrot to. Your brand's on what's on the inside, it's like guts to the skin thing. So, when you're broadcasting and when you're contemplating how to use these modern tools to differentiate yourself, be intellectually honest, and be sensitive, and use discretion. You needn't be everything to everyone and you needn't be 24/7 like CNN. Make it so that it really hits your core values.