Brand Rebels for Good

Founder Brand Rebels for Good | Executive Coach | Speaker | LinkedIn Top Voice

Helping creative leaders master brand strategy and lead with confidence.
30 years of business, brand, and marketing leadership.

Founder and Brand Strategist

The Futur

In 2020-2023 I was was a subject matter expert in Brand strategy for The Futur Pro group- facilitating workshop and teaching. 

- 1:1 Coach The Futur
- Subject matter expert- Brand Strategy
- Brand Coach- Futur Pro Group
- Coaching calls for the Futur Pro Group every Monday.
- Co-producer Futur Euro Tour 2023

Brand Strategy Coach

Author to Brand Strategy Fundamentals. One of the best-seller courses who helped thousands of creatives learn Brand Strategy.

Author Brand Strategy Fundamentals

Foodloopz Sweden AB

Advisory Board Member

Happy Islands

Branding agency on a mission to create sustainable brands. We help companies grow brands with small environmental footprints. We offer creative dream teams to solve your creative challenges. I also teach and coach start-ups with sustainable business ideas for the EU-project Matlust. 
Example of clients we have done work for: Lantmännen. LIDL, Svenskt Sigill. Svenskt kött, Forestry Expo w/ Volvo, Caterpillar, John Deere and others. I also have been coaching and teaching around 70 start-ups during the last 7 years.

Founder & Brand Strategist

Lidl Sverige

Consultant & advisors to Director of Sustainability. Project manager for Lidl Future Initiative 2019. I day/week Feb-May, 3 days/week June-Nov

Sustainability strategist

Lantmännen

In this role I was responsible for developing the Corporate Brand Lantmännen. That included:

- Brand strategy and implementation of endorser strategy for 4 prioritizes Product brands; Kungsörnen, GoGreen, Korvbrödsbagarn, Gooh

- Brand marketing communication: TV-advertising campaigns, TV program sponsring, Advertising campaign, Digital marketing, In store marketing and campaigns

- Design strategy packaging

- Employer branding

- Retail marketing strategy

Awards: 

- # 1 Sustainable Brand Index- voted by Swedish people.
Best Sustainability brand in Sweden-
2014 and 2017 

- Signum Branding award

Brand & Marketing Manager Corporate Brand/CMO

I was responsible for the development and implementation of Lantmännen's brand and visual identity throughout the corporate organisation. 
From Brand identity manual to all touchppoints and retail. 
Part of the role is also internal advice and support within brand and design to companies and product brands within the Group, such as Axa, Go green, Gooh and Agrol.

Manager Corporate Brand Identity & Design/ CBO

Cayenne design AB

Founder, co-owne and Brand & Marketing strategist at Cayenne design. Our services:
- Brand strategy
- Brand Identity
- Marketing strategy
- Concept development

Brand Strategist and founder

Jefferson communication

Advertising agency with about 20 employees and clients like Telia, Polisförbundet och Etix fonder. I did  national campaigns for Telia and an internal web for Svenska polisförbundet (The Swedish police organisation)

Project Manager

Rikta

Strategic and tactical PR assignments at Rikta's department for market PR for B2C. The agency was one of the 90s leading PR agencies. I worked with clients like Coca-Cola, Levi's , Polaroid, Hasbro and others.

Public Relations Consultant

Spray

Darling magazine was the 90's revolt against Veckor-Revyn and other beauty magazines. drrling.se was an iconic fanzine that Spray wanted to make a magazine out of. Sales manager for the magazine for both the digital magazine and the paper magazine, where I had the budget responsibility for all advertising revenue.

Sales manager the magazine Darling

I help creative leaders and mission-driven brands turn strategy into a force for good.

I'm not putting green lipstick on a pig. 
I’m here to help you solve the real problem and lead change through bold, purpose-led branding.

I work with founders, marketing teams, and creatives who care deeply about the work they do. Whether you’re building something new or trying to shift a legacy brand, I bring structure, clarity, and courage to the process.

Together, we build brands that stand for something, and move people to act.

I’ve spent the past 20 years leading strategy for everything from global brands to food startups, energy companies, and EU-funded innovation projects. I do work from strategy to creative campaigns- all grounded in business strategy.

What I offer:

- Strategic brand consulting for companies that want to grow with purpose and make a dent in the world.

- Workshops and sprints that unlock alignment, clarity, and action

- Executive coaching for creative leaders stepping into their voice

- Team training for agencies and marketing teams who want to level up their strategic skills. 

- Keynotes and talks on brand leadership, sustainability branding, and how to go from creative order-taker to change-maker.

Who I work with:
The rebels, the rethinkers, the reimaginers.
Founders, creatives, and leaders who are done doing things the old way and ready to build brands that actually make a difference.

If that’s you, we should talk.🩷

www.annelihansson.com

Anneli Hansson

Black Friday is everywhere right now. It's the biggest short term sales moment of the year.

And yes, it can drive a lot of revenue fast. But I think this is the perfect moment to pause and ask a bigger question:
What does this do to your brand long term?

Because discounts will give you a spike. They will also train your customers to only buy when you run a sale. I see some product have a sales for 80 %. It makes me question if the product is over priced. 

And if you are not careful, you end up building a brand that depends on urgency and price instead of meaning and value.

There is nothing wrong with running a Black Friday offer.
But there is a huge difference between a strategy and a reaction.

A strategy is when your offer fits your brand story, your pricing architecture, and your long term customer relationship.
A reaction is when you drop your price simply because everyone else is doing it.

Black Friday is a good reminder that every short term decision has a long term effect.
Do your discounts strengthen your brand or weaken it? 
Do they build trust or undermine it? 
Do they align with your positioning or contradict it?
I think I know the answer. 

My course Brand Strategy Fundamentals with The Futur is on a 25 % sales with all of their products. I support that because I know we have many followers in developing countries that save money to buy during this week.

So if you run a Black Friday deal, do it with intention.
If you do not, that can also be a powerful brand choice.

Let your brand lead, not the calendar.

What are your thoughts on Black Friday?

Brand Leadership Strategist and Executive Coach | Speaker on Brand Led Marketing and Purpose Driven Growth | Advisor to Creative and Marketing Leaders

 Brand vs sales

People like to buy.
They don’t like to be sold to.

And they are way smarter than we give them credit for.

Most people create content as if their audience can't smell the sales pitch from miles away.  
But content is not advertising.

Today our Brand Rebels for Good community starts our 30 day content challenge.🥳
It is not about likes or perfection.
It is about voice, visibility and courage.

Everyone who posts for 30 days wins a one-on-one coaching session with me.
Value 750 euro.

Swipe the carousel to see the why and what behind the challenge.

Let's begin my dear Rebels! 🥳

#brandrebelsforgood

Speaker on Human Branding in Today’s AI Driven World | Brand Strategist | Creative Leadership Coach

Content is branding

Dhruv Patel

Saleshandy

Saleshandy is a cold outreach platform that helps B2B businesses automate and scale their outbound sales efforts. 

» I am the person responsible for
- majority of marketing stuff
- people management
- developing and implementing systems & procedures throughout the organization
- operations

Co-Founder

Appitsimple Infotek Pvt. Ltd. [www.softwaresuggest.com]

- Lead Marketing strategist & enabler, strategic vision, and involved in growth of the marketing team from 1 to 6 
- Grew organic acquisition, leveraging website optimization, SEO, and PR 
- Setting up marketing infrastructure i.e Google analytics, Webmasters, SEO tools, Adwords, Social platforms & paid social media networks.
- Influenced product development within application to increase page on time, no of page view per session, reviews, goal conversions and increase in paid click through rates.
- Coordinated communication amongst team members
- Social Media Management – wrote blog posts & managed corporate Facebook, LinkedIn, Twitter
- Email Marketing – created and sent industry updates, regulatory notifications, Promotional emails, guides to customers and prospects via MailChimp & Sendy.
- Played a role in team building, recruitment / hiring & data extracting.

Marketing & Operations

Pathnex Technologies

Getting Things Done

Co-founder @ Saleshandy

Hey there,  

I'm a guy who wears many hats, and I like it that way! 

My marketing journey kicked off at a company where I managed a team of over 25 folks as the Marketing Lead and Operations Manager. 

But my itch for something more took me down the road of content and niche marketing. That's how I ended up co-creating Saleshandy, a place where I'm still enjoying the ride and helping the company grow.

I'm a marketing junkie and a business starter, and I get my kicks from companies that encourage teamwork and don't put up roadblocks to success. I live to meet and exceed what customers want. I keep a close eye on the results and always tinkering with my game plan based on what's needed. When things go south, I don't get bent out of shape; I see it as a chance to learn. I take a good, hard look at what went wrong, figure out why, and then cook up solutions based on the facts.

As a growth hacker and digital marketing buff, I thrive on the hustle and meet life with a never-say-die attitude. My constant grin shows my love for creating strong teams and my readiness to lend a hand at the drop of a hat.

So here I am, a Co-founder at Saleshandy, extending an invitation for you to join me on this wild ride as we take over the marketing world, one success story at a time. 

Let's get together and see how we can help each other grow. What do you say?

6 months ago, a SaaS company tried to sell me features.

But today, they sold me a problem I actually care about.

Email 1 said:
→ Pulse surveys
→ Real-time sentiment
→ Easy recognition
→ All product talk.
 
Nothing about me.

So of course, I didn’t buy.

I replied with one suggestion:

“Make your email about the outcome, not the feature.”

And today, I got another email from the same company.

Same company.

Same product.

But a completely different angle:

“Teams miss disengagement until it’s too late.”

That one line did what the features couldn’t.

It made me feel the problem.

The shift they made:
FROM: “Here’s what we do.”
TO: “Here’s what happens if you don’t act.”

That’s the real game in outbound.

✅ If you send cold emails, use this framework:
1️⃣ Start with a pain your prospect already feels.
 2️⃣ Connect your product to a clear outcome (save, prevent, improve).
 3️⃣ Make the prospect the hero—not your software.
 4️⃣ End with a small ask, not a big pitch.

Before you send, do a quick check:

Count the words “we” vs. “you.”

If “we” wins, your email loses.

Outbound isn’t about explaining your product.

It’s about diagnosing their problem.

If you get that right, you’ve already won half the game.

Co-founder @ Saleshandy | Automating cold emails to drive lead generation & sales

A terrible personal life with a great professional life is not success at all.

Some take years to figure this out.

Looks like you are “winning”:

 → Revenue growing
 → Team expanding
 → Users are happy

But you might not have taken a real vacation in 3 years.

Missed a loved one’s birthday.

Stopped working out. Gained 15 kg.

Result?

 In the grind of building a successful company, you’re becoming a person you didn’t plan to.

That will hit different.

Here’s what nobody tells you about building:

The business will always need more.

 → More features
 → More meetings
 → More growth
 → More problems to solve

There’s no finish line where it suddenly gets easier.

If you don’t draw boundaries, the business will consume everything (including your life).

Hard rules I don’t break:

 → No work after 7 p.m. (unless emergency)
 → One full day off per week (Sunday, phone off)
 → Go for a run two times a week, non-negotiable

Remember: The best version of your company needs the best version of you.

And the best version of you doesn’t come from 80-hour weeks and no life outside work.

I used to think product-market fit was everything.

But building Saleshandy showed me that founder-product fit matters even more.

Back in 2024, working with Piyush, I had this realization:

Our product isn’t just something we built.
 
It’s an extension of who we are.

And honestly? I had no clue about this when we started.

We didn’t sit down and plan, “let’s infuse our personality into the company.”
It just… happened.

When you’re genuinely passionate about what you’re solving, your personality naturally leaks into everything:

→ How your team operates
→ How they interact with customers
→ The language in your product
→ The decisions you make when no one’s watching

Now, with 50+ people on the team, it’s obvious: our belief system has become the company’s belief system.

We’re calm, empathetic leaders. 
We’re competitive, but we care deeply about helping people.

And that’s exactly what Saleshandy feels like: friendly and approachable.

When customers feel like they’re talking to a friend not a vendor trying to extract money—they:

✅ Come back
✅ Refer others
✅ Give you the benefit of the doubt

Goodwill compounds.

You can’t fake this.

You can’t engineer authenticity with better messaging or slicker branding.

So the real question isn’t just:
 "Does my product fit the market?"

It’s:
 "Am I building something that’s truly an extension of me?"

Because if you’re not, you’re just competing on features.

 And that’s a race to the bottom.

What’s one way your personality shows up in what you’re building?

I’ve started judging people by ONE thing:


How they act when they’re confused.

Because everyone gets confused.

It’s normal. It happens daily.

But what people do next tells you everything.

Here’s what I’ve seen:

1) The Asker
Says, “Hey, I didn’t understand that.”
Gets clarity in minutes.

2) The Googler
Quietly searches, watches, reads.
Figures it out on their own.

3) The Pretender
Nods like they get it…
but you can see the panic behind the smile.

4) The Blamer
“The instructions weren’t clear.”
“Someone should’ve told me.”
Nothing is ever their fault.

Same confusion.

Very different futures.

If you want to grow faster:
• Ask when you don’t get it.
• Learn whatever you can yourself.
• Don’t fake it.
• Don’t blame.


The people who grow are the ones okay with saying,

“I don’t understand this yet — but I want to.”

I don’t read emails. I scan my inbox. And trust me your prospects do the same.

I have seen people jump to guess why a campaign underperformed. 

→ Open rates dip? “Must be the subject line.”
→ Replies drop? “The offer isn’t strong enough.”
→ No meetings? “The copy failed.”

But the real cause was almost never what they blamed.

Because when you look closely at how people actually behave in an inbox, the pattern is predictable and brutally simple.

Most teams keep rewriting emails, testing variations, tweaking copy… trying to fix what prospects barely pay attention to.

What I’ve seen consistently is this:

Emails don’t fail because the content is bad.

They fail because the inbox experience is weak.

It’s not about writing better.

It’s about showing up in a way that earns attention before the email is even opened.

So, remember: It’s not the email. It’s how you appear in the inbox.

Most outbound emails fail for one reason:

We write them the way we think… not the way prospects read.

Your prospect is busy. Distracted. Trying to protect their time.

So when your message sounds heavy, unclear, or sales-driven, they skip it instantly.

The good news?

Replies go up the moment you switch from “selling” to “helping.”

That’s what this framework is built around.

Three simple approaches that make outreach feel natural.

1. Empathy
2. Educate
3. Engage

When you mix these three, your email stops feeling like “another sales message.”

It becomes a conversation starter.

And in outbound, conversations are the real win.

So, the best way to stand out in outbound? simply be a human.

Which of these 3 approaches do you personally use the most? And why?

Cold emails don't sugar coat & that's what i like the most about it.

Cold email tells you the truth faster than anything else.

When I was getting started, I tried everything to avoid the uncomfortable stuff.

→ Ads gave me hope.
→ SEO gave me patience.
→ Product gave me ideas.

But none of them told me what I actually needed to know.

Cold email did.

The moment you start sending 50 cold emails a week, you learn things no dashboard will show you:

→ You’ll know instantly if your offer is weak
→ You’ll know if your ICP is wrong
→ You’ll know if your value prop is confusing
→ You’ll know if anyone even cares enough to reply


And trust me, as a founder, these are the answers you can’t afford to delay.

Cold email forces you to face the reality you’ve been avoiding:

 If someone opened but didn’t reply — your message was boring.
 If someone replied with confusion — your offer wasn’t clear.
 If someone replied angrily — your targeting was off.
 If someone booked a call — your direction was right.

No investor, no advisor, no book gave me that level of clarity.

Cold email didn’t give me the answers I wanted.

It gave me the answers I needed. And that’s why it worked.

If you’re a founder and you’re not sending at least 50 cold emails a week, you’re building in the dark.

Your market is talking every single day. The question is, are you listening?

I work in a space where user education can’t be avoided. 

But here is the catch: Teaching alone isn’t enough.

Most SaaS products assume users will follow best practices if you give them:

• Documentation
 • Checklists
 • Recommended routines

Reality is different. 

Users only follow best practices if the product makes it Inevitable .

We saw this clearly with deliverability. 

Founders often say, “Our deliverability suddenly crashed.” 

It doesn’t crash — it declines slowly:

• A few replies drop
 • Inbox placement shifts
 • Opens fall
 • Eventually, everything collapses

It’s predictable, if you notice early. Most teams don’t.

The real gap? 

People weren’t failing at outreach. They were failing to spot problems early.

Saleshandy's Inbox Radar solves this. 

Not with more education. Not with dashboards. Not with more tasks.

It shifts responsibility from the user to the product. 

Quiet, recurring inbox checks catch trends before they become failures:

• Domain health drifting
 • Warmup issues
 • Misconfigured inboxes
 • Early placement decline

This isn’t new. But it’s the kind of product behavior more tools should have.

Every SaaS founder eventually realizes: If outcomes depend on users, the product doesn’t own the outcome.

Real leverage comes when:

• The product sees problems before the user
 • The product corrects or alerts early
 • Users don’t need to stay hyper-vigilant

For our users, this shifted the mindset: From reacting to damage to anticipating it.

Great products don’t just educate. 

➡️ They take responsibility. 
➡️ They reduce vigilance. 
➡️ They protect outcomes.

Inbox Radar is one example, quietly doing what users shouldn’t have to remember.

In the series of “bad cold emails,” here’s another one I got 👇.

Yes, it was simple.
Yes, it was polite.
But totally empty.

From the subject line alone, I already knew it wouldn’t bring any value.

Still, I opened it… and I was totally right.

Here’s what went wrong:

➡️ No understanding of my team — we don’t even have a Founder’s Office team at Saleshandy.
➡️ No icebreaker, just “I’m the CEO, we helped 500 businesses” — exaggerated claim, started a year ago.
➡️ CTA: “Let’s set up a call” in the very first email.

Here’s the thing:

Sometimes, not personalizing is better than pretending to personalize.

If your email doesn’t make me feel like you actually know me, it’s dead before I hit reply.

What’s worse: fake personalization or generic templates?

Tell me your thoughts in the comments.

I’m the opposite of what people expect from a founder.

Unlike most, I stay grounded: but it has nothing to do with humility or being “nice.”

 For me, it’s about staying real.

Even after years of building Saleshandy, I still:
→ Read support tickets myself
→ Listen to lost sales calls
→ Scroll through the harshest reviews

Not because I have to.

Because I want to.

The higher you climb, the easier it is to lose touch.
 → Your calendar fills with strategy meetings.
 → Your team filters the information for you.
 → Your users become just numbers.
 → Your competitors fade into charts and reports.

Being grounded keeps me honest.
 
It reminds me why I started.

It keeps me connected to real problems, real people, and real risks.

Staying grounded isn’t optional 
 
It’s the only way to make sure you’re building the right things.

Epic outbound fails happen for 2 reasons and believe me, they’re easy to overlook:
 
Either your timing is wrong, or your context is wrong. 

Yes, people don’t buy because your product is good.

If they buy, it means your timing is good.

Here’s what many people do:

→ We talk features to someone who doesn’t even know there's a problem.
→ We pitch pricing to someone still comparing options.
→We push demos to someone scared of choosing wrong.


The huge mistake we all make?
 
We blindly assume all prospects are ready to buy.

But they’re not.

Understanding these 5 stages helps you know:

 → When to educate
 → When to compare
 → When to position
 → When to convert
 → When to just… wait

Because users don’t jump from “unaware” to “decision-ready” in one email.

They move through layers.

Your job isn’t to push them faster.

Your job is to guide them smarter.

Once you talk to them at the level they’re thinking, everything feels easy:

 → Your email sounds human.
 → Your demo feels useful.
 → Your offer looks fair.
 → Your close becomes natural.

Master these 5 stages, and your outbound stops being a chase…
 … and starts becoming a conversation.

I don’t speak much and I would say that is my advantage. 

I don’t speak much in meetings. 

People misread it as disinterest. But it’s the opposite.

Where I use silence strategically:

 → Customer calls: I ask one question: "What's not working?" Then I stay quiet for 90 seconds. They tell me everything.
 → Team debates: I let them argue it out. I only step in when I see a blind spot. Otherwise, they figure it out.
 → Hiring interviews: I ask a hard question, then wait. The silence separates candidates who think deeply from those who fill the air.

There is a mistake that founders who want to be loud make but don’t realize: 

They think presence = talking. 

It doesn’t. 

Presence = knowing when to speak and when to let the moment breathe.

Some of the most powerful leaders I know are the quietest. 

Because they’ve learned: You don’t need to fill every silence. 

You need to know which silences are worth breaking.

So far what i have learned are:

 → The person talking the most is usually the least certain.
 → The person asking questions controls the conversation more than the person answering.
 → Silence is a tool. Use it deliberately.

Here’s the truth:
 Most people are so uncomfortable with silence that they’ll say anything to fill it. 

I’m comfortable with silence. 

Remember: Being quiet isn’t a weakness. It’s a weapon.

Do you control the room by talking, or by staying silent?

Which is the best cold email framework?

It’s the one that works for you.

Every framework works differently and hits a different stage of the funnel. 

The frameworks I use? 

They help me shape personal emails that actually get read.

Here’s the truth nobody tells you:

You don’t need 10 new frameworks. You need to master the 3 you already have.

Most reps treat a framework like a shortcut. But it’s not. 

It’s a tool. And a tool only works when you know:

→ Why you’re using it
→ When to use it
→ How to use it the right way

Without that, even the best framework is just a copy-paste script.

At Saleshandy, we tested dozens of formulas across millions of outbound emails. 

Here’s what we learned:

The framework doesn’t win. The fit wins.

➡️ Prospect shared a pain on LinkedIn → BAB works
➡️ Setup is good but not great → 3Ps works
➡️ They know the problem and just need a nudge → PAS works

Right framework + right moment = email that feels natural.
 
Wrong combination = email that feels forced… and gets ignored.

Outbound isn’t about being clever. 

It’s about choosing the right lever.

If you want the exact frameworks my team uses at Saleshandy, comment “frameworks” and I’ll send the full sheet your way.

I often get asked how much money I actually take home. I wish I could give a number, but I can't.

I've seen founders make two extreme mistakes:

The first ones:

They pay themselves nothing for years.

→ "I'll take a salary when we're profitable."
→ "The business comes first."
→ "I can survive on savings."

Sounds noble, but it’s dangerous.

Here’s what happens:

➡️ Month 18: Stress about rent.
➡️ Month 24: Burning through savings. Desperate decisions.
➡️ Month 30: Resentment toward the business.

And believe me — a broke founder makes bad decisions.

You can’t think long-term when you're worried about next month's rent.

The second:

They pay themselves like they're still at their corporate job.

→ "I worked at Google, I’m worth this much."
→ "I need to maintain my lifestyle."
→ "The business should support me."

Here’s what happens:

➡️ Quarter 1: Comfortable salary, tight runway.
➡️ Quarter 2: Can’t afford to hire.
➡️ Quarter 3: Can’t invest in marketing.
➡️ Quarter 4: Business stalls because all cash went to salary.

You're bleeding the company to fund your life.

So, what's the right approach?

After 10 years of building Saleshandy, here's what I’ve learned:

Your founder salary has one job:

Keep you functional, without choking growth. That’s it.

Not fair. Not market rate. Not what you “deserve.”

Functional means:

☑️ You’re not stressed about basic expenses.
☑️ You’re not making decisions out of desperation.
☑️ You can focus on building, not surviving.

But also:

☑️ The business has enough runway to grow.
☑️ You can hire when needed.
☑️ You can invest in things that compound.

There’s no magic number for a founder's salary.

It’s about balance, not excess.

Where do you think the sweet spot is for a founder's salary? I'd love to hear your take.

There are 14 billion videos on YouTube . But only 5 earned a permanent spot on my “watch again” list.

Not because they were popular.

But because they changed how I think, build, and operate.

If you're looking for perspectives that actually move the needle, start here:

➡️ Alex Hormozi: https://lnkd.in/dPeB7CfW 
➡️ Dan Martell: https://lnkd.in/d9wehENt
➡️ Ali Abdaal: https://lnkd.in/dQKbsrmm 
➡️ Joey Schweitzer in Better Ideas: https://lnkd.in/dFATx4ty
➡️ Shaan Puri in My First Million: https://lnkd.in/ddDkFafS 

Which one stood out the most to you?
 
Drop your thoughts in the comments! I’d love to hear your take on these.

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The Battle

Anneli Hansson

Dhruv Patel

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The Battle

Anneli Hansson

Dhruv Patel

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Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Anneli Hansson's LinkedIn Performance

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