My background is mostly PR rather than strictly marketing. That, and academic anthropology, which is like the metaphysics of marketing. But I have extensive experience in the magazine and music industries. Promoting tours for international bands, facilitating the creation of music scenes, launching publications, creating an ad niche for advertisers, that sort of thing. Generally what I do is create a compelling narrative around a brand, that serves to embody the facts about it, demonstrate why it's important, and keep misconstruals at bay. I'm sure you'll all agree that this is what XC needs, given the FUD it's endured.