Clearly defined goals need to be formalized and communicated. On the 2024 Annual Meeting Call, Julie seems to be continuing to struggle with the brands identity. She used terms like “heritage” and “Family”. She used a picture of Ludmila and Michael with Chicago Mayor Daley from a trade show in 1980s, but she desires to be accepted by “millennials”. PCO has branded itself at the outset to appeal to millennials.