Category Archives: Marketing

Sony Movie Channel Recognized for its Website Digital Enhancements

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Super proud of one of my client’s getting recognized by Cynopsis: Digital as being the website of the day! Go Sony Movie Channel!

Screen Shot 2013-01-30 at 10.15.46 AM

Here was the press release to go along with it.

SONY MOVIE CHANNEL CELEBRATES THE EARLY FILMS OF JACK NICHOLSON FRIDAY NIGHTS IN FEBRUARY WITH AN INTERACTIVE PHOTO BOOK AND A ‘SCRIPT TO SCREEN EXPERIENCE’ FACEBOOK APP

App and Tablet-Friendly Digital Book Launch January 30

NicholsonBookScreenshot

CULVER CITY, Calif., January 29, 2013 – Throughout the month of February, Sony Movie Channel (SMC) is featuring the early films of the Oscar® Award-winning actor Jack Nicholson, as part of its Friday Features franchise. Friday Features showcases blockbuster favorites, uncut and uncensored, starting at 10:00 PM E | 7:00 PM P every Friday night. The Nicholson salute features eight of his films from 1969 to 1975, including CHINATOWN and A SAFE PLACE, which hasn’t been broadcast in over a decade.

SMC is enhancing the experience of these priceless Nicholson gems by providing an interactive digital photo book of production stills and trivia from some of his early films, including CHINATOWN, DRIVE, HE SAID, EASY RIDER, THE FORTUNE, THE KING OF MARVIN GARDENS, THE LAST DETAIL, THE PASSENGER, THE TWO JAKES, FIVE EASY PIECES and A SAFE PLACE. The tablet-friendly photo album will be available on Sony Movie Channel’s website from Jan. 30 to Feb. 28 at sonymoviechannel.com/jack.

The Channel is also providing another bonus — a “Script to Screen Experience” Facebook application. The app is launching in conjunction with EASY RIDER and FIVE EASY PIECES, which kick off the Nicholson tribute on February 1. Users can visit Sony Movie Channel’s Facebook page (Facebook.com/SonyMovieChannel) starting Jan. 30 and “Like” it to view scenes pulled from the actual script alongside the corresponding clip from the movie. This interactive comparison includes two scenes from each movie, and will be available through the end of February. 

The complete Friday Features schedule for February includes: (All Times are Eastern)

  • ·       February 1 –

EASY RIDER (1969, dir. by Dennis Hopper – 10:00 PM & 1:25 AM) – EASY RIDER chronicles the search for freedom by two motorcycle-riding drifters who meet up with an alcoholic lawyer in a southern jail. Peter Fonda, Dennis Hopper and Jack Nicholson star.

FIVE EASY PIECES (1970, dir. by Bob Rafelson – 11:40 PM & 3:05 AM) – This film is about a restless musician who learns you can never go home again when he visits his family for the first time in three years. Jack Nicholson, Karen Black and Susan Anspach star.

  • ·       February 8 –

DRIVE HE SAID (1971, dir. by Jack Nicholson – 8:30 PM & 1:30 AM) – Nicholson’s directorial debut is about basketball, draft dodging and sleeping with professors’ wives. The longhaired star of an Ohio College Team, can’t decide if he wants to turn pro or join his radical roommate, in bringing about a revolution. In the meantime, he’s content to carry on an affair with a faculty wife. Karen Black, William Tepper, Bruce Dern, Henry Jaglom and Cindy Williams star.

THE KING OF MARVIN GARDENS (1972, dir. by Bob Rafelson- 10:00 PM & 3:10 AM) - Jason Staebler is a dreamer who asks his brother, a radio personality from Philadelphia to help him build a paradise on a Pacific Island – yet another of his get-rich-quick schemes. But luck is against them both and the game ends badly – real life reduced to radio drama. Jack Nicholson, Bruce Dern, Ellen Burstyn and Scatman Crothers star.

A SAFE PLACE (1971, dir. by Henry Jaglom – 11:50 PM & 5:00 AM) - When a woman finds the loneliness and isolation of the present too difficult, she slips into the comfort of her memories. Gwen Welles, Dov Lawrence, Orson Welles, Tuesday Weld, Jack Nicholson and Philip Proctor star.

 ·       February 15 –

CHINATOWN (1974, dir. by Roman Polanski – 7:45 PM & 12:00 AM) - In 1937, a Los Angeles private detective takes on a simple case and burrows into it until it leads to murder and public scandal. Faye Dunaway, John Huston, Jack Nicholson and Perry Lopez star.

THE LAST DETAIL (1973, dir. by Hal Ashby – 10:00 PM & 2:20 AM) – Jack Nicholson stars as a Navy Chaser who decides to show his callow young prisoner (Randy Quaid) one last good time before delivering him to the brig. Screenplay by Robert Towne (Chinatown). Nicholson, Otis Young, Quaid, Clifton James and Carol Kane star.

  • ·       February 22 –

THE PASSENGER (1975, dir. by Michelangelo Antonioni – 7:45 PM & 11:30 PM) – A burned-out journalist assumes the identity of a dead man and embarks on a dangerous charade, including meetings with gun runners and an affair with a mysterious young woman. Jack Nicholson, Maria Schneider, Jenny Runacre, Ian Hendry and Steven Berkoff star.

THE FORTUNE (1975, dir. by Mike Nichols – 10:00 PM & 1:45 AM) – This hilarious comedy is about a pair of con artists who try to swindle a woman out of her family fortune. The two scoundrels mount several inept attempts to murder her but ultimately discover that the real treasure is not the money but the girl. Warren Beatty, Scatman Crothers, Stockard Channing and Jack Nicholson star.

In honor of the Academy Awards®, SMC is devoting its entire programming schedule on Sunday, February 24 to the male actor with the most Oscar® acting nominations ever – Jack Nicholson. The network plans to repeat the entire schedule of movies above and add in THE TWO JAKES for this marathon treat. For specific times, please visit SMC’s website at sonymoviechannel.com/schedule.

In addition to Friday Features, SMC is profiling Academy Award®-recognized films throughout the month as well as movies that celebrate Black History Month. This and more is available from SMC in February, including giving football-averse viewers plenty of other options on February 3.

 About Sony Movie Channel

Sony Movie Channel is the first U.S. multi-platform television network from Sony Pictures Television created specifically for the Hollywood movie fan. Offering uncut and theatrical releases in stunning high definition, Sony Movie Channel showcases titles from Sony Pictures’ vast library including award-winning features, cult favorites, family comedies and gripping dramas. Programming is selected from more than 3,500 Sony Pictures films, which collectively have received 184 Academy Awards® including 12 for Best Picture. Sony Movie Channel is available on DISH Network, DIRECTV and AT&T U-Verse TV on linear as well as on authenticated VOD and online platforms. For more information, visit SonyMovieChannel.com, Facebook and/or Twitter @SonyMovieCh.

 

 

 

 

 

 

Lance Armstrong Needs to Understand that Honesty is Always the Best PR Policy

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Lance Armstrong Will Confess only to Get Something That Benefits Him

Lance Armstrong Will Confess only to Get Something That Benefits Him

As a public relations executive I keep an eye on current events for several reasons, but mostly, to learn from others on how to best communicate during times of crisis. Banned cyclist Lance Armstrong is one of those people who is often embroiled in some sort of controversy (self-created) and as such, he often proves to be a great case PR study, mostly in not what to do when a crisis hits.

I don’t think that there’s anyone who believes that he adhered to the strict guidelines set forth by the U.S. Anti-Doping Agency, and apparently, now he even is backing down from upholding his innocence. He apparently is planning on confessing to using banned substances to gain back his eligibility in some fashion to compete again.

HONESTY IS THE BEST TACTIC

I am writing this post is to prove that “honesty is the best PR policy.” Once a lie is spoken – it becomes a slippery slope to keep defending it. In fact, the truth will always come to the surface and will eventually bite you in the behind.

The advice I always give when I’m involved in situations when someone is faced with a negative event like a DUI arrest, nasty divorce or some type of allegation is to be as honest as you possibly can from the start. I am a firm believer in being proactive in dealing with situations. This is the best way to to disarm the media. Instead of allowing them to ask the questions you don’t want asked…answer them. It leaves them speechless.

Armstrong, on the other hand, left me speechless for other reasons, mostly for how he tried to bamboozle us that he was as white as snow in everything that he was ever accused of by former teammates. He’s flat out lied to reporters, sponsors, colleagues and his fans — he held fast to the fact that he said he never did anything wrong to enhance performances. But, it was proved that he did and since then all his accolades have been wiped clean.

Proactivity is the best PR Practice.

Proactivity is the best PR Practice.

What causes me such disdain is is how he has used every circumstance in life not to give, but to get. And he’s doing it again. He’s not coming forward with the truth because it is something he should do – because it shows character – but to hopefully gain admittance back in to the competitive world. He’s a taker. Opportunist. Liar.

I, for one, think it is an astrocity how little respect he has for others and the world’s  systems. I, for one, hope that his “gaming” of the system ends and that he is held accountable for his actions. The lies must stop and I hope one day he realizes that honesty is the best policy. This man was once highly-respected and now…its hard to find something positive to say. What a sad sad story.

 

The Answer to Social Media, Business and Life is Asking Why

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Answers to life come through a simple question

The most overlooked word in both life and business is a simple three-letter word, it’s Why.

It’s so simple that we often forget to seek the answer to it and because we do, we are often set adrift and miss our desired goals and targets.

I stumbled upon this little gem when listening to social media guru Brian Solis who waxed eloquently in a recent presentation about how we forget to ask the question why when we build social media platforms. Solis stressed the importance of answering that question when we create our Facebook business pages, our Tumblrs, our Twitter accounts and even Pinterest Boards. It was a valid observation because if we don’t know why we are on these platforms then we won’t be able to achieve our desired results.  For example, if one starts a new Facebook business page is the reason to get more leads for clients, generate email addresses, showcase original content or sell a product? The answer is key in branding and marketing.

Answering Why Isn't Simple

THE WHY OF LIFE

Not only does this question prove beneficial regarding business and social media practice but, it is equally valuable in everyday applications too. Take a look at these Why of Life questions.

  • Why are you in that profession?
  • Why do I feel this way?
  • Why do you want to go to college?
  • Why do you want to marry so and so?
  • Why do you want children?
  • Why do you endorse that particular charity?
  • Why am I reading that article or blog post?

So do yourself a favor, and I’m writing this for myself too – let’s start asking and answering the why’s of life and business so we can achieve the best results in everything we do.

Off answering this question,

Cindy

 

 

Automotive TV Programming

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Audi gets Modern -- ABC/Richard Foreman

What the heck! I thought I was watching television programs, however, as of late, I’ve been mistaken. What I thought were TV shows actually were full-sized car commercials.  And this practice is driving me crazy!

Over the last couple of weeks, I’ve learned about Ford’s Lommel Proving Ground in Belgium by watching CBS’ “The Amazing Race.” I saw works of art created from Fiat 500 parts on Bravo TV’s “Work of Art.” I watched Bravo’s “Top Chef: Texas” contestants get to know each other better on a car trip in Toyota Siennas and on ABC’s “Modern Family,” the Audi A8 is the car that patriarch, Jay Pritchett (Ed O’Neill) drives.

Are car manufacturers getting smarter about advertising and/or television companies getting dumber about integrated content?

My answer to that question is car makers and TV companies both win in this new form of content integration. Consumers, as usual, are on the losing end.

Ford and "The Amazing Race" Segment of Fun

Do you think that those of us who watched Ford’s Mustang challenge on “The Amazing Race,” didn’t for one minute not realize what a great commercial that was? I have to admit it was an entertaining segment and it was interesting to see this exclusive test track…but the whole time I watched it I knew it was also a commercial message. A very clever and I suppose an expensive one too. Here’s a clip of it so you can see for yourself.

Two years ago the state of the American Auto Industry was dire. Now, it appears that the Industy has full wallets again and is rebounding nicely, so much so that they now own the TV airwaves! Talk about a 360 degree flip. It’s the media companies now who can’t bring in the dough that they used to due to new distribution platforms. They now NEED advertisers like car manufacturers to help them pay their bills.

Will it pay off? I guess the proof is at the dealerships.  Are more people buying Audi’s because they want the car Jay drives? Are people buying Fiat’s because they liked the car parts in “Work of Art?”

At the end of the day, it is all about eyeballs. And by a Toyota Sienna being seen on “Top Chef” episode is probably a larger audience that would see a regular commercial that gets played over and over and over that our minds just tune them out. For me personally, I am over that Prius holiday commerical-I’ve seen it too many times for my own good and I’m a Prius driver.

At the end of the day – WE’RE ON TO YOU TV COMPANIES AND CAR MAKERS! Let’s hope that this trend doesn’t continue for it will wreck great shows like BBC’s “Top Gear,” a true car show. I mean, after a while, they all will start to look the same.

I’d love to hear your thoughts if you’ve noticed the uptick in TV car integration and what you think about it all.

Off to watch more Car TV Programming. How about you?

Cindy

Ford’s Social Game

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Ford and Zynga partner to present the world's first social game for a product reveal

Attending the Los Angeles Auto Show as a member of the press, I thought that I was going to hear an earful about added horsepower, hemi engines and fuel-efficient cars. Never did I imagine I’d be learning about the world’s first social gaming initiative for a product reveal.

FORD AND ZYNGA PARTNER ON PRODUCT LAUNCH

In full disclosure, Ford Motor Corporation through Scott Monty offered me the opportunity to receive a press credential to cover the LA Auto Show.  That offer did indeed impact my desire to cover Ford’s press conference, but, even if I hadn’t been a guest of Ford, I’d cover this story for it’s game changing and absolutely brilliant. Ford is definitely breaking new marketing ground and thinking outside the box in connecting with consumers.

Ford has partnered with Zynga, the world’s largest social gaming developer. What? Yes Ford, one of the largest car manufacturers on the globe has partnered with Zynga’s Words with Friends game (think online Scrabble) to launch the all-new model of the Escape, the company’s newest sport utility vehicle which will arrive next year. This new model includes 11 new exclusive features, including an available hands-free power liftgate that allows quick and easy access to cargo with a kick of the foot.

Just a kick of the foot and your hatch can open! Pretty smart thinking Ford.

Yeah, this stuff is cool…but I can’t get over Ford’s brilliance in understanding the power behind social gaming, which a few years ago was known as casual gaming. According to a survey conducted last February for Popcap Games by Information Services Group, one hundred million people are playing social games and approximately $1 billion in revenue is expected this year. Did you see that figure – over 100 million people play social games.  So, if word-of-mouth is the best form of advertising, Ford is on to something marrying a launch of a product with a social game. What a brilliant move. Bravo Ford.

SOCIAL GAMING IS GOOD PR

I was able to videotape Jim Farley, Ford Motor Co.’s Group Vice President of Marketing, Sales and Service, as he announced the Zynga deal as well as their new reality web component called Escape Routes. Ford is teaming with Emmy award-winning reality producers to create an interactive web series and are going to send out six teams of two in a Ford Escape and embed a blogger in each car. The teams will be cast and the series should resemble CBS’ “Amazing Race.” To find out more or to learn about local casting calls, visit Escaperoutes.com.

Want to hear about Ford’s social gaming initiatives yourself. Check out the video of Jim Farley below from the company’s LA Auto Show Ford press conference.

Marketing Seasons

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Lights are Great During The Holidays, But a Nuisance After Flickr Credit: Patti Haskins

I think you’ll agree with me that Christmas lights on homes in November and December are super cool. Christmas lights on houses in May and June are just wrong. Hence, the purpose of my post today is talk about marketing seasons and whether or not some top marketers are super cool in knowing the proper length of time to run their campaigns.

YUMMY RED CUPS

First up…the Starbucks Holiday cups. We all know them and when they are in our hands then it is in our heads that the holidays are upon us.  Guess what? The new holiday cups have already arrived and are being held hostage at your local Starbucks until November 1.

Starbucks Holiday Cups Hit the Stores November 1 -Flickr Credit: Mastemaq

Yes, that’s right. The day after Halloween Starbucks thinks its time to start getting ready for the holidays. With that, comes your favorite perennial drinks like Eggnog lattes and Peppermint While Chocolate Mocha (I can taste it now). But, don’t you think it might be a tad bit too early? I mean don’t you think Starbucks is short-changing fall and Thanksgiving a bit. I mean I love the Pumpkin Spice latte too, but it doesn’t hold a candle to the Peppermint Mocha. Do we ever get a breather from October through January 1? I mean we’ve got Halloween costumes to buy, then turkeys and pumpkin pies and after all that Christmas presents. It’s buy, buy, buy.

MONTH-LONG MARKETING CAMPAIGNS

On another note, I’d like to take a look at Month-long marketing celebrations like October being Breast Cancer Awareness month. This was a time that was personal to me and I did my best to bring attention to its importance and even turned this blog into pink hues to commemorate this campaign. There were newspaper features, TV news segments and movies of the week devoted to this cause at the start of the month. But as we end it…have you noticed it is petering out.  This weakening is making me feel that a month may be too long of a time to sustain a movement. I mean couldn’t it all have been just as worthwhile, marketingwise, if it was just a week!

LAST THOUGHT

If you are a marketer I hope that you carefully examine the length of your campaigns. It’s so important to stay in that sweet spot of effectiveness. If you ask me I’d tell you its a better practice to end an campaign on a high note, then extend one too long. Seasons are tricky so do your research. I don’t want you to lose the impact of your brilliant marketing campaigns, because you left your Christmas lights up too long.

Me. Well you’ve guessed it. I’ve taken down my “pink” breast cancer color with this post…I hope I did it before it became un-cool and come Tuesday, I’ll be in line for my Peppermint Mocha.

See ya online.

Cindy

Breast Cancer is Closer than You Think

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Carol Ronzoni's Piece of Art

Breast cancer. I never thought those two words would enter my life. But they did last May when my 83-year-old mom was diagnosed with the disease.  She was one of the nearly 290,000 women in the U.S. who have tumors discovered in their breasts, according to the American Cancer Society.

EARLY DETECTION IS KEY

What causes this disease? There are many factors that are linked to cancer including family history, gene mutations and a women’s reproduction history. I can venture to say that almost everyone reading this article knows someone who has been affected by this disease for it is estimated that one out of every eight women will be diagnosed with breast cancer in their lifetimes. One in eight…that’s a number too close to home.

The disease comes in many forms and has a variety of treatments. My mom was extremely fortunate that her lumps were found early in their first stages of cancer.  She initially was brought in for one breast tumor, but in a MRI it was discovered that the cancer was also present in the other.  As a result, she underwent a double mastectomy and is healing well. Thank you or all your prayers who have been a part of this with us. With that, I can’t emphasize the importance of having an annual mammogram for women over 40 or immediately after a lump is discovered. Early detection is key with this particular disease.

This post is dedicated to my greatest hero, my mom, and to every women, child, husband and family affected by this disease. I am sending you my support and encouragement to all those who are dealing with this disease in your household. I am sending you my best wishes and will happily pray for you if you let me know.

NFL AND BREAST AWARENESS - A GREAT CATCH

PINK IS ALWAYS APPROPRIATE

I appreciate all the attention that is drawn to this cancer every October with Breast Cancer Awareness month.  Some companies that doing their part are The NFL who is bringing recognition to the disease by having its teams accessorize in pink; Yoplait for its 13th year is  sponsoring “Save Lids Save Lives,” a campaign donating money to breast cancer outreach programs and Lifetime Network who has produced a TV movie about breast cancer, “5″, in support of bringing more attention to this disease.

The hospital, Presbyterian Intercommunity Hospital (PIH), who treated my mom planned a special event for breast cancer survivors. The Hospital sponsored a special art show where breast cancer survivors decorated bras to tell the journey of their disease.  My mom participated in this project and it definitely assisted in helping to lift her spirits.

Her particular bra for the “Bra-Vo” contest was as a beautiful as she is…it’s a positive look at the cancer and I wanted to share her story with the world.  My mom does make this world a better place to live…and I hope that her story helps to inspire others.

Here’s my mom’s story.

YouTube Will Soon Give Cable a Run for its Money

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Will TV Sets Be Put Out To The Pasture? Flickr Credit: Jonny Baker

“Honey, what’s on YouTube tonight?”

It’s hard to believe that question will soon be asked nightly in homes across the globe, isn’t it? Never in my day did I think another content platform would be born that allowed newcomers with the accessibility of something that normally only was available to those with extensive film pedigrees. But, now Google Inc’s. YouTube video service is taking on Hollywood and people are getting the chance to become mainstream or um webstream producers.

Should it Now be Called HollyTube?

In case you didn’t get a chance to read yesterday’s Wall St. Journal article on this matter, YouTube is investing more than $100 million in cash advances (glad someone has that kind of cash!) to have content produced exclusively for the video service.  One of the first content producers who has signed on is Tony Hawk, the skateboarding wunderkind. According to the article, deals are also being worked out with Warner Bros. and News Corp.’s ShineReveille Studio.

The goal for Google is to go after substancial advertising dollars for this fare. Advertisers in the past had been hesitant to sponsor YouTube videos due to the fact of how low quality they were produced and the content.  By YouTube producing “quality” content and building its own channels, the company hopes to take on the cable and broadcast TV industry.

That Darn Lag

No matter how many channels YouTube implements, the one thing that will absolutely keep me from watching is that darn lag time that I experience almost every time I watch something on YouTube via my computers.  You know what I mean? I can’t stand how it stops and starts as it renders. Ugh!

Now, if they invent something to get that fixed..then I might be in.  And soon may checking my local YouTube listings.

How about you? Will you watch YouTube’s soon to be released channels?

 

Simplifying Public Relations

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The Salvation Army Knows How to Relate On All Fronts - That's Good PR. Flickr credit: Tojosan

Yesterday I was interviewed by at third-year college student for an assignment in one of her public relations classes.  I do about a dozen of these a year for various students and I love how each one is always different. This particular student wanted me to define what public relations is…and so I threw it back in her court to answer first. She gave a very intelligent long answer about like its caring for a brand and communicating messages effectively through the use of journalists. But I told her my answer was in the title. Public Relations is just that. Public – Relations.

KEEP PR SIMPLE

It’s all about how you relate to the public, the media, colleagues, companies…public relations is about relating in any form or fashion.  It’s really that simple.

Public relations professionals are only as good as their contacts and as good as their strategies for spreading a message.  And that’s why social media is the perfect complement to public relations. Success on that platform deals with how well a person can provide engaging content.

Sometimes when looking for an answer, its right in front of your face. PR people often forget that at the end of day that it is how well we are able to communicate to others how they should write about whatever we are representing.  Therefore, for anyone starting out in the PR field or for those who are responsible for that area in their job, they should heed these simple suggestions.

TIPS FOR PR SUCCESS

(1). Don’t ever assume people will write about your product. Great content will get covered if its story is told interestingly for coverage.

(2.) A press release on its own is never a good strategy for pick up. Distributing press releases over a wire will not garner top-notch results, because you need to send it to a targeted list of people whom you know that cover that sort of product. It’s a left-right punch.

(3.) Relationships are the key to any business. Therefore, build up your followers and fans so that when you need some help in starting a movement, you have a terrific base to start from and grow upon. Keep meeting people online and in person – every connection made does present some opportunity.

Yep, it’s that simple. If you know how to relate to others, then you are on your way being a success in public relations. That’s my PR tip for the day.

Cindy Keeps It Simple

Cindy Ronzoni is a public relations veteran who has been building media relationships her entire career. She often speaks to college students and provides seminars to train small business professionals. In all her efforts, she exhorts simplicity in all that she does.

 

How Not Improving Can Help Your Business

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Why Mess With a Greatness

Did you happen to catch today’s Wall Street Journal front page feature on paper clips? Yes, I just wrote paper clips.

At first I thought this was an odd, boring choice for a story selection, and I pondered why this premier publication would devote prime real estate to such an ordinary product.  It didn’t take me long, a couple of sentences, to get its point.  I learned that a paper clip is rare because it has withstood its classic design for over 100 years. How many things can you say that about?

This thought led me to further thought about whether we should keep certain things that work well alone and stop slapping “new improved” stickers on just about everything that gets sold or consumed.

DOES EVERYTHING HAVE TO BE NEW AND IMPROVED?

I mean we’ve all heard this statement before, if it ain’t broken don’t fix it.

I don’t like that statement – but, in this case it certainly applies. Paper clips are still as relevant today as they were the day they were introduced into the marketplace in 1903. Sure, you can add colors to them or designs or coat them in plastic. But at the end of the day is there any better tool to fix papers without leaving a mark, to un-clog glue bottles or clean under your finger nails in a pinch?

With that being said, are there things about your business or the work that you do that you shouldn’t improve upon because they work well?

A CLASSIC BUSINESS PLAN

Here’s what I would say about my PR business. No matter what new whiz-bang social media tool that comes out, I don’t want to lose personal connection and phone calls. My business success lies in having connections with real people, journalists, and I’ve built up those relationships through the years by having conversations with them over the phone or in-person. That’s really my business secret, my paper clip, if you will and one that I hope to never change.

 

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