2DG or 2-deoxyglucose has been used in the treatment of cancer. Now Institute of Nuclear Medicine and Applied Science and ARM of DRDO conducted clinical trials on the use of this drug in COVID patients and it has been recently approved in India for use in COVID patients. So how does this drug act and for which kind of patients is this drug approved for? Well first thing you should understand is that this drug is similar to glucose which our body normally utilizes for energy. So this drug is also taken like glucose sachets which are available that is it's a sachet which is dissolved in water and taken orally. But remember that because it's a kind of a twin of glucose our cells can confuse glucose with this drug. So does it mean that all cells will start taking this drug and will be affected? Well no. Actually what happens is that virus enters some cells, goes inside them and multiplies. Now these cells which are infected by virus, virus actually changes them a bit such that it can supply a huge amount of energy required for multiplication of the virus. So obviously these cells require a huge amount of glucose also. So it is at these cells mostly that there is a competition between two deoxyglucose and a normal glucose to enter the cells and along with normal glucose this drug also enters the cells. However this drug does not supply energy like glucose. See there is a complete process of chemical reactions by which glucose provides energy. In the first step of these chemical reactions glucose is converted to glucose 6-phosphate in the presence of enzyme hexokinase. So when this drug enters into the cell it also gets converted to 2-deoxy glucose 6-phosphate by the same enzyme. However once this chemical is produced it blocks the enzymes of this pathway. So the pathway cannot proceed further. So basically the infected cells energy supply system is blocked. Since once the enzymes are blocked even glucose cannot be used to supply energy. Finally this gives the viral infected cells since they cannot obtain energy. So well that's the mechanism of action of the drug. But for which patients has this drug been approved? Is it for prevention of COVID, for mild disease, moderate disease or for severe disease? Well since mechanism of action is such that it kills the infected cells. So obviously the person should be infected. So this is not the drug which is approved for prevention of COVID. So if you do not suffer from COVID you should not take this drug. Moreover since the research is done only for COVID patients we do not know that if you take the drug if you are not infected. Will there be any side effects or not? And if side effects are there then what kind of side effects? So please do not take this drug if you are not infected. This drug is approved for patients with moderate to severe disease only. And it has been found that it can reduce the number of days for which oxygen support is required. See a drug is recommended for which the research is done. On the basis of that study the drug cannot be approved for any other severity of disease. Since the research was done in hospital setting for patients who were on oxygen support that is either they had moderate or severe disease that's why the drug is recommended for those patients. Hopefully this video answered some of the questions which you had in mind on this drug. Well thanks for watching the video. Please share the video with others to help spread the information and do subscribe to the channel Physiology Open for more such updates. Thank you.


This study compares the effectiveness of four different COVID-19 vaccines in neutralizing SARS, COV-2 variants of concern, VOCs, in a prospective cohort of 165 healthcare workers in the Netherlands. The results show that mRNA vaccines, BNT162B2 and mRNA-1273, induce higher neutralizing antibody titers against VOCs than adenovirus vector-based vaccines, AZD1222 and AD26.COV2.S. The study also shows that the booster BNT162B2 vaccination increases in neutralizing antibody titers for all groups, with substantial improvement against the VOCs including the Omicron variant. Overall, this study suggests that mRNA vaccines may be more effective in inducing neutralizing antibodies against VOCs than adenovirus vector-based vaccines and could be used for both initial and booster vaccination. This article was authored by Marjay Vangils, Aysha Laville, Karlyn Dander-Stratten and others. We are article.tv, links in the description below.


The American Trail, American Trail, Blazed in Blood, Defended in Blood. Chapter 4, The Lewis and Clark Expedition, 1803. The newly acquired Louisiana Territory, several times larger than the United States, was a vast uncharted wilderness. For years Thomas Jefferson had dreamed of an expedition that would explore it. Now as president, he had the power to commission an expedition. To head it, he chose his private secretary, Captain Merroweth Lewis. Merroweth, you can't imagine my feelings at this moment. I think I can, sir. I believe I've always pictured myself taking this trip. I know. To see for the first time, a country no other American has ever seen, to look upon strange animals. There must be many curious animals in that wilderness. Prehistoric ones, maybe? There could be, sir. Yes. Well now, who will you take with you? I have a couple of men in mind. There's Billy Clark, Lieutenant Clark, I mean, Clark. Yes, he sounds like a good choice. He understands astronomy and his work on maps. Merroweth, I see this more than just the exploration of Louisiana. I see it as a first attempt to map a route across this entire continent. All the way to the Pacific Ocean. It may take years, sir, but I suppose one would have to follow the Missouri River. A year later, Lewis, Clark, 30 volunteer soldiers and a famous scout and Indian fighter, a man named Wetzel, moved up the Missouri into the unknown. Captain Lewis! Rapids! Rapids ahead! There were rapids. There were Indians. There was sickness. The going became harder as they fought their way up the mighty Missouri. And then... Lieutenant Clark? Yes, Mr. Wetzel? I reckon you can tell Captain Lewis I'm going back. Going back? Brady means it, Maryweather. A man like that turning back? Bad for the soldiers. I reckon most of them feel like turning back too. There's no turning back for any of us, Billy. With or without Wetzel, we go on. By October, they had traveled some 1,200 miles up the Missouri to the Dakota country. Lewis decided to winter there and the soldiers built a fort, Fort Mandan. One day as Lieutenant Clark worked on the map he was making of the Dakota country. Lieutenant Clark, I have a visitor. Well, for the... This is Madame Charbonneau. Pleasure, Madame. I shall show this to her. She's married to a Frenchman up here. Oh? My name... Sacca Javier. Sacca... Sacca... Sacca Javier. Oh, yes, of course. She and her husband want to come along with us when we leave here. Come with us, why? I speak Indian tongues. I know country. You need guide. Yes, I suppose we do. Well, Sacca Javier, we'll talk about it. Yes, you talk. I come back. You don't seem to like the idea, Billy. Hey, whether we're carrying a small fortune with us in rifles, ammunition, supplies... I hadn't thought about that. She and this husband of hers may... may have some idea of leading us into a trap. But they needed someone who spoke the Indian languages. And it was agreed the Indian girl would go along. So another spring came, and the expedition pushed on. It was big country. It was often terrifying. Day after day, weekend, week out, as far as I could see. An endless wilderness that swarmed with buffalo. You're a long way from your own people, Sacca Javier. Yes. Why is that? When I small child, enemy of my people take me away. You were stolen? Yes. A white man, free me. A white man? My husband. How long have you been away from your own people? Five years. Five years, eh? Maybe we find my people. Oh, hello, Billy. I reckon I was listening. Uh, Janie. My name, no Janie. If Janie to me, I can't pronounce the other one. What sort of people are you a tribe? They Indians. They hunt fish. Are they friendly? Sometimes. Suppose we run into them?  I go. I help my husband. Very well, I'm not so sure about her. And I don't like her husband either. Oh, you're foot bothering, Billy? I'm all right. Clark suffered. They all did. Hard ship was taking its toll. The men were sick. Medicine ran low. Progress became slower. Then one morning, as the soldiers broke camp beside the river, Lewis climbed a hill. Lieutenant Clark! Billy! Come up here! What's the trouble, Maryweather? Look, as far to the west as you can see. I never saw the likes of that before. It must be the mountains that hold up the sky. One year after starting out, Lewis and Clark sighted the Rocky Mountains, as the Missouri River grew stronger and stronger. And then one day, the expedition exhausted to the point of collapse camped deep in the Rocky Mountain wilderness. The Missouri had ended. They've come a long way, Billy. According to my reckoning, more than 2,000 miles. Do you think we'll ever see the Pacific Ocean?  Smoke signal! Smoke signal. Where, Sergeant? Over there, sir! On the hill! Oh, yes. We've been seen. Very much seen. Look, coming out of the valley over there. Indians. And I think I know who's responsible. Sir, got your wheel? Yes, I don't see her around. Nor her husband. Men, keep to the cover of the rocks. Don't open fire until I get the order. And pick your target carefully before firing. That's all. Good luck. Give the order, Marywell, then. Wait. Who's that running out of the rocks? Sackage-a-wea. Where's she going? Sackage-a-wea! Come back here! Come back! Danny, come back! Hold your fire, men! Hold it! She's crazy, that girl! Does she know them? She seems to. She's talking to them. She's coming back. Very well, I still don't like it. These are my people. They saw me. Indian chief. My brother. There was great rejoicing at Sackage-a-wea's return to her people. A feast was prepared. But there was something about the manner of the Indians that none of the white men liked. And when the feast began, they stayed close together. You posted guards over our supplies, Billy? Yes, Sackage-a-wea's big brother had designed them on our gun. Too careful. He's watching us. And I'm watching him. They're getting a little wild. Maryweather, I have a strong feeling that if any of the daughters sleep, we'll wake up without our scouts. The Indian village finally slept. Or seen too. In a wigwam, Billy Clark and Maryweather Lewis waited and listened. If they're coming, they'll come soon. I was just thinking. Here we are, you and me, the rest of us, waiting to be massacred by a tribe of savages. Why? We knew what to expect, Billy, but we came. Why? Maybe the instinct for nobility causes some of us to risk life and limb just to make things easier for those who come after us.  Quiet. Listen. Sackage-a-wea, what is it? Come, we leave. I go with you, but we leave now. I got horses waiting. Come, we go. Sackage-a-wea, what happened back at the village?  What changed his mind?  The rest of the Rocky Mountains on a gray tree-covered slope, icy winds drove through the forest. The fires ran low. Some of the men looked like living skeletons as they followed the Columbia River. At least we escaped massacre in order to freeze to death. We are on high ground, not so cold, too. How far have we come, Billy? Three thousand miles, I reckon. And been gone? How long is it? Eighteen months. Eighteen years, it seems like. I hear something. Listen. Sackage-a-wea. Do you hear anything? The great water. Man, look at that. Come on! It's the ocean, the Pacific. Sackage-a-wea, come here. Look at that ocean. Look at Mary whether we've done it. We've reached the Pacific. It's beautiful. The Blue Pacific has served thundering a challenge to all those who might dare to travel blazed by this little bed and the brave men. But people did follow. Soon the covered wagons rolled west of the Rocky Mountains to the very shores of the Pacific Ocean to the eternal memory of Meriwether Lewis and Billy Clark. This has been the fourth chapter of the story of the American nation brought to you by the ladies' auxiliary to the veterans of foreign wars. Next week, another story to make you proud of this great country of ours as we follow the American Trail.


We are celebrating the release of GitLab 14. My name is William and today I will introduce one of the new features included in this important release. Let's talk about code quality. In the past, when authoring or reviewing a merge request, if you wanted to know the impact of your code changes in the quality of the project, you needed two windows open, one on the code diff of the merge request and one in the main merge request page to see code quality changes. This back and forth is inefficient. How are we solving this problem? To solve this problem in GitLab 14, let's consider this scenario. I am a developer working on a merge request. I added some code changes. This function looks a bit inefficient, but please don't judge me. Let's see what the code quality job tells us. All right, I'm done. I commit the changes and all is good. My commit will start a new pipeline. Here, in the merge request page, I can see the changes I commit. Yes, this is the function that I just added. All right, let's go back. And when the pipeline has passed and finished, I can go back to the changes tab and what is this? Well, it seems that I have introduced a code quality violation and I can see the exact line where it happened, along with a description right in the diff view. Cool. Although I introduce a code violation, this is a good thing because now this feature will allow me to quickly identify critical issues before merging any changes. From here, I can review the code, submit the review and avoid the back and forth between windows from the past. If you want to learn more, follow this QR code. Stay tuned and let's continue learning at GitLab.


Ha, I'm not gonna say that because someone read it yesterday and I said okay I'm just gonna let it be seen because but you know Hello, good morning I'm going to before I get into my talk and I'm gonna be speeding because there's a lot of content Allow me to things the first thing that I want to Give a shout out our Mike little and not not mulling wig for coming up with this idea and most of all deciding to make turn this into an open source project and giving us something to Do our blogs build our businesses, but most of all create a community Which of all the WordPress things for me was and is the most valuable and the second thing that I want to celebrate with you was The results of the referendum in Ireland yesterday Because I think It was awesome. I spent most of Friday crying for like no real reason except it was everything was very moving and The other reason is brings me to this very special Slide because As a woman and as an older woman in tech I am a minority and Yoast has a fund To support minorities come to speak and without them. I wouldn't be here So I'm very grateful But I also want to speak more and more about the need that we have for more women and More older women Tammy spoke about listening I was at a Event a few months ago in Milan. I live in Milan nearby at Accenture Interactive which is you know, they get to do a lot of really big important projects and The panel was five people five men white and The second guy started off saying, you know, we are a team of 200 and We are like scattered in four different cities and the average age is 26 And I wanted to get up and leave because I was like The average age is 26 and I did some math. I mean not a good math because I'm a designer I'm not you know a nerd, but I kind of said so that would make like the oldest people in the team be 35 and you guys want to design design things for me Let along my mom But so diversity is really important That said how about you? How many designers? Okay, how many developers? Okay, how many marketers? Okay, I'm trying. I'll ask you later. What the other of you do but anyway to a hello brands Because we are all brands today and I'm gonna try and show you how we got there Meanwhile, this is me. I I do a lot of things I used to be embarrassed because I grew up at a time where if you did a lot of things You were bad at all of them and if not if I've discovered that no, it's not true These are the three Representations and at the end of my talk you're going to they're gonna make more sense than now and I want to go over three things with you today The first thing is what a brand is and what a brand is not The second is to show you a little bit about how the idea of branding has evolved because it has taken on more and more meanings and The third is I'm gonna give you my little blueprint of how to go about Branding So let's go. Okay, and usually this is there's a bike What do you mean? And what I mean is that a brand is not a logo. These are not synonyms Okay, this happens all the time you hear people referring to a logo as a brand and by Vice versa, and they're not and I'll show you what I mean What is this? Nike, right? So This is Nike, right The attitude the the mission their vision their What they want us to feel about that So this is Nike's logo But this is Nike Okay, it's that Thing, you know, we usually get like also We get parties is like Canon and Nikon, you know Nike and like Adidas, you know, it's like I like Leaning here. I'm leaning there another example Okay, most of you are gonna know what this is. Do not say it This is a logo right by all means right, but it's not a brand This is the brand Okay, this is the logo of the New Zealand all blacks. It's a symbol. It's it's a design It's a visual icon, but it's not the brand It's the representation of a set of intangible values That set us our company our product apart from something else So The brand is that set of intangible values. Okay, that's why we talk about brand equity tomorrow from hand-handling who borrowed from Z Frank And me now the brand is the emotional Aftertaste, I like that a lot because this is what's happening more and more You know when we meet a brand we almost get the same feeling that we get when we meet a person You know, I like you or I don't like you you're annoying me right after you know from the start so a logo We can think of as a two-dimensional icon of a multi-dimensional experience Which is the brand and I'm sure that if you look at any One of these you get that feeling right you get it you recognize it and it triggers something in your mind Can be positive can be negative can be neutral, but it's Something that goes beyond You know the design But how do we get here? So the first thing the first practice of branding and it started about 50,000 DC is ownership and the purpose of The first branding Was to recognize someone's property from someone else's property so there is evidence in the Lascaux caves of Cattle marked probably with paint or tar to be distinguished from others and there are Egyptian funerals and Documentation that it that depict branding in the in a more permanent way Which started about 2000 BC Which is through burning and in fact Branding comes from the North's blender or I don't know if it's pronounced right, but you know, sorry. I'm from Italy Which means to burn? So the second need solved by branding was to establish a product's origin and Along with the origin very often Who made it where it was made? Which material and so on so we have Engravings found on goods from China, Mesopotamia, Greece, India and It basically also tells us that it was a need that everyone had to somehow identify their products and also the use of their products There's a whole conversation going on here, there's a lot things written in there in Chinese That said that gave a lot of information about that pottery and in Rome archaeologists have identified about 1,000 unique potters marks That were in use during the first three centuries of the Roman Empire So we can deduct that there were about a thousand potters in in Italy in Rome I'm sorry and they all had their own little shop with their own little brand and they were probably like, you know The trendy, you know Potter of the moment, you know, I'm going to that Potter because he's he doesn't you know better things than the other And further These are oil lamps that were found in Modena There was a big fabric of a factor. I'm sorry of oil lamps and I know if you can see it But they all have a little different stamp in the background In back in the bottom, I'm sorry So Fast forward to the Middle Ages in the Middle Ages guilds Started using marks to distinguish their work from other guilds so print makers and and paper makers would use watermarks and Stone makers and quarries developed this elaborate system to identify their work or the origin of the stone in the Renaissance Artists like Michelangelo started this is a detail of the area across Mary's test and they started signing their name instead of symbols on their artwork and By doing so they also started introducing the concept of authorship as opposed to and and recognizable authorship as opposed to you know, the artist is being someone that did things and Who cared? Also, we get the notion of brand as a reputation fast forward to the industrial revolution and mass production Equaled a lot of products all the same so You know How are my jars distinguishable from your jars? We're all making jars, but So the first thing that people did was to brand Put signs on the containers that the goods were shipped in and then they started branding the actual packages and By a way, I always freak because they're like so much better than the ones, you know, like Campbell soup I would love to buy Campbell soup on those, you know Like look at them now We are talking late 1800s, okay, so this is like the birth of packaging and By the late 1800s companies that started to invest and pay money on branding and so they demanded their Legislation so that their products could be safeguarded so the trademarks Registration Act of 1875 did two things it allowed protection So that's mine, and you cannot make a copy of that But it also allowed a brand to become Sellable to become company assets and Therefore the ability to give value to that intangible value that I had built for my product Okay, so we have the factories and the factories are doing all these nice little products But I have to convince people to buy them You know because they're gonna get there and they're gonna go okay now there's five jars which one should I get? So you had convinced them that you know your product was better and that's There, you know, that's what advertising comes in, right? Sorry for that horrible rhyme, but there was no way to escape it, you know every time every time I'm like Anyway There was a young guy named James Walter Thompson in the early 1900s who actually had a vision quite you know far-sighted vision and He's advertising agencies was the first one to establish a creative department to create content for his clients But he went even further He wrote two books the Thompson blue and Red books of advertising. He wasn't like a great copywriter, you know, but can't have everything and They were actual guides for companies explaining What opportunities opportunities? Advertising could give them so they were like actually advertising for advertising Kind of things but basically he introduced the concept of trademark Advertising and an early definition of what today we call branding So between 1920s and 1940s we have print and radio advertising because obviously advertising needs media and their Reach is related to media and so at first budgets were dedicated to newspapers and radio spots and Then that uh, you know in 1942 We had the 40 between the 40s and 50s at the television Changed everything and now I would love to see if this Can actually go I'm sorry. Did I wake you it wasn't supposed to be that loud but what you just saw Was the first ever aired commercial? No, no, no, no, no, no, no, we're not going to see this again. We're not freak So that aired in 1942 and it was you know the first commercial ever aired and by the late 50s and the 60s We know all about these guys, right? TV advertising was the advertising and it's generally referred to as the golden era of advertising so in the 40s I'm sorry in the you know in the 50s in the in the first decade of television advertising and in general advertising the Products basically had to say hello. I exist by me, okay, because there was not a lot of competition so the the idea was the unique selling proposition in The decades between the 50s and the 60s we go from that to an emotional selling proposition because products start to become More parity so there is more toothpaste and more soaps and so I need people to enjoy to Get some kind of emotional attachment or emotional relationship with the product so The communication becomes more about feelings about not so much There's this product, but how is this product going to make you feel? How are you going to be better safer more secure more cool? more rich looking or better looking So the point is give your products a personality that they can That customers can relate to Between the 70s and the 80s Television sets are basically everywhere. Everyone has them. Everyone has more than one so we see the rising of mass media product branding and Basically if you had a good commercial and a big budget, so you just you know pestered people it would work people would recognize you and and and and recognize your product but as Media theory becomes You know as media becomes more important media theory becomes something to be researched and Reflected on as in the words of Marshall McLuhan Between the 80s and the 90s and the 90s we see communication shift from product to producers So companies begin to advertise their brand more so than their single product Which actually makes sense because it gives you a wider opportunity Okay, if I sell you a product, you know the product, but if I sell you the producer and I establish a relationship with the producer then All the other products that I made, you know bring to the market start with an advantage So nope If television was a game changer Internet was like the total revolution Between 19 in the between 1990 and 2010 We see Everything change Amazon is Was founded in 1995 Google in 97 We're pressed in 2003, but we knew that Facebook in 2004 And all these guys totally changed The way we communicate and for brands this had two major implications and has two major implications the first one is that there's nowhere to hide and We all have examples, you know of you know, big red blunders like American Airlines dragging or United actually dragging a passenger out of the airplane Or I don't know. There's so many at this point that you know brands have to be very careful because Whatever blunders, you know a brand whatever fail Whatever mistakes a brand can make the world is watching the world is recording and It just happens instantaneously So guard needs to be kept up The second thing is that we all have become brands That's because through social media We now all can become VIPs but we can also be attacked and judged and bullied and scrutinized and that's something that used to be only, you know VIPs, I mean You know, it was like paparazzi's had no interest in general people now The risk is that I mean I have a little story that happened in Italy, but that's applicable I'm sure them in every country There was this like in inside contest in a bank and and bank directors were asked to make these little videos You know to with with all their employees like singing with a little song and whatever and one of these videos was leaked out and the poor I mean the whole the whole thing was pathetic but like And the whole idea was pathetic, but this woman Who was in the video? was the video, you know made to reached Facebook and by within a few hours she was like the butt of the joke of the entire country and It was horrible You know her kids were like picked on at school She had to close her Facebook account.  It's me you any one of us so You know the good part is that we can all be influencers If you when I was young a kid wanted to be a soccer player and a girl like a ballerina, okay Now I think you ask any kid they want to be and they want to be rich doing videos on YouTube something like that, right? so Chiara Ferrani is she's now. I think 31 She was one of the first fashion bloggers her net worth in 2016 was 12 million Dollars Not bad starting a fashion blog My absolute favorite in the world the only real deserving star grumpy cat Has a total reach of 68 million followers and I mean she deserves it. Okay. She deserves it When I was doing research for this I found out that These lovely girl who was I think she's 29 now She has a total reach of 247 million people Do any of you know her? Okay, so I wonder who are they because I had no clue and I actually went on YouTube and looked for her and she does is like really kind of funny videos that Totally like I could not get so I was like Yeah, okay, so I'm not in target. I guess So but again, okay, too you make a lot of money you do this for a living It's it's a job. What do you want to be an influencer? Okay, so Branding has evolved right from defining ownership To defining the origin and quality of something to identify that project to differentiate that project from a product. I'm sorry from Something like it to become a company asset so sellable To be a status symbol Okay, how many people do you know? That are just so you know, I have that watch I have that car Today Your brand is your kept promise to your customer Or to put it in the words of Jeff basis is what other people say about you when you're not in the room Okay, which is Reputation basically, okay So this is all cool right people big companies with big budgets with you know advertising agencies, you know What about us? You know, what can we do? Should we build or manage or work or tend to our personal or business brand And how and the answer is obviously To the first question and how I'm gonna show you This of course is my You know blueprint, that's how I go about it. It applies to any size of brand because it's just a logical process So the first thing that you need to know is who are you What do you do if you're a product? What do you do? It's very hard to sell something that it's if it's not really really clear in your mind and If we talk personal brand, this is actually not as easy To do as if you do it for a product Because personal brand is like, you know, like who am I who do I want to be and you know identifying that is Not easy, but is very important. It's point number one point number two is Who you're talking to Your target, right? If you don't know your target every communication you do Could be right could be wrong could be somewhere in the middle know your market Okay, so you and your target are in a market You know, who else is there? How do you make You know, how are you different from the rest and how what makes you valuable or different than everything else and To know to answer number three you need to know Who the others are because otherwise it's a bit hard You need to have a clear vision aware of where you want to go and if you don't you need to get one Because it's like going on a road trip. I mean you may not really have you know the exact spot Location but north south east west, you know, more or less That's what I want to achieve if you don't have that clear is very hard to Communicate that remember that bit about you know, people have smartphones and they can like tape you doing really bad things And tweet about it in no time Values are important today and You're going to be held by the by those values Even if you're a pizza place, you know, if you say my pizza is the cheapest that it has to be if it's Super good, then it has to be if it's Vegan it has to be Okay, if it's organic people should not be thinking I'm gonna be organic, you know, because that's not good. There's another pizza place You gotta have a plan, you know, I'm so glad to see that this morning You know other speakers spoke about having a strategy For a long time at least for me, baby, maybe it's just me having a strategy was kind of sneaky You know, like if you had a strategy you had some kind of agenda, you know And so always like You know felt kind of weird, but it's not you got to have a strategy again.  I'm gonna walk there. I mean you could you know, you could But you got to know it Okay, or are you gonna like bike to London? You're gonna take an airplane to London and when and how much time do you have and and what's the purpose? Okay, so all these things need to go into a strategy so that your actions are not random This is the mine for random Okay, it is only now that we talk logos up until now There's no mention of logo of design of You know colors none Okay, now is I have a plan. I know what I know. I am I know who you are I know where we're going. I got my strategy worked out So now I can start convey my personality and I can do and I can do this Through graphic design. Yeah, now we can call the designer Or we can call our nephew in high school. Whatever, you know, it's an option The key here for branding purposes is consistency. Okay You can't change your logos every six months. It doesn't work You can't change your colors every six months. It doesn't work, you know It's it's a visual code and people need to be able to recognize you Otherwise is like you're resetting the whole thing every time The second is the tone of voice and the type of language again target if I'm selling skateboards to Teenagers I'm going to speak to them in a certain way if I sell earring aids to Senior citizens I'm going to speak in a different way probably loudly in the second case, but you know So and again, you have to be coherent, you know, you can't be super funky In your image, but then you speak like a you know a lawyer, you know All of this has to be coherent and make sense Then you need to think about your communication You know wait how what are the better channels? Okay, and again, it has to do with who is your target? Okay, if you're talking if you're selling earring aids to senior citizens, you're probably going to opt for certain Places to put your communication in Probably not Snapchat Probably not Twitter You know and and vice versa and the key here is competence because this is not something that you just know So when you get to this stage, you might want to ask someone for professional help and then Whatever you're selling You have a customer and your customer has an opinion about how you treat them and If you don't treat them nice they ain't gonna be happy and It used to be they would just go home and say to their five friends I am not ever going to buy that, you know bread at that bakery But now they may be Influencer as then they get to Twitter and they tweet to their 247 million followers that bakery sucks Okay, we go back to the original recipe point number nine don't skimp. I mean it's you know So you don't have a huge budget That's fine, but you got to put some effort and love and and think that this is not going to be a cost zero Even if it's just your time You know writing your blog post or posting to Facebook or tending your Facebook page or whatever It ain't gonna happen by itself It's also not gonna happen all by itself If you're at the beach So you got a work on it You got a state consistent you got a check check often Make sure that you haven't you know steered away from your original path And this you don't have to do but it's really nice and it works better if you do, you know being mindful Listening to as you know Tammy was saying before You know paying attention you're in Whatever context with your customer with your clients so You know you could ignore them, but it's probably not gonna work out very well now if All of this applies to your personal brand Steps one through seven are the same Rules nine through eleven are the same Point eight Personality if you're working on your personal brand it has your personality Okay Maybe you curb it a little You know, but it's it it has to be true for you. Okay?  I love everybody you can just be yourself Just sort of like your nicest possible self so all this is to say that a Brand is not a logo, but you know that already Your brand is organic. It's it's an organic leaving breathing being that can be You know nurtured Made to grow or it can also be made to die a horrible death if you don't treat it really nice so You have to give it your best You have to it's your baby. Just really think of it as your baby and When you step on a poo think united Because we all do you know, we're you know, just you know own it Apologize it fix it if you can learn from it and Go on we're human we step on poo on occasion This is me and Day after tomorrow here, there's gonna be slides because I gotta go home and put them there You're very welcome


Good morning, dear WISIS stakeholders and welcome to the WISIS Forum 2018. We are here today with our WISIS Action Line facilitators facilitating the different WISIS Action Lines based on their respective mandates and representing different UN agencies. This interview is a part of the series we started in 2015 and the attempt is to align the WISIS process with the 2030 Agenda for Sustainable Development. The topic of today's interview is Towards Transformation Towards Resilient and Sustainable Societies. And this is the title of the High-Level Political Forum 2018. I'd like to start with Ms. Hu, who is the coordinator for the WISIS Action Line C9 media. Ms. Hu, what role does media play in the transformation towards resilient and sustainable societies? Thank you, Jitan Jali, for this very important question about the C9 media. In the past 12 years, C9 media has seeked to solve the issue of the challenges related to the media and we see such a need to strengthen the role of media and social media to continue playing a crucial role in building the inclusive knowledge society and contributing to the SDGs. Particularly, you know, there is a goal of 16.10. We are going to building the inclusive, just and peaceful societies and also promoting universal access to information and the fundamental freedoms. I think media and social media, they are really important for every society to not risk being left behind because they are media and the communication ecosystem are not advancing properly. That's why we are defending free expression online offline. We are trying to find a solution to solve the challenges relating the media and social media to play a bigger role. Thank you, Ms. Hu. I'm now moving to Deniz, who is from UNDESA. UNDESA facilitates the WISIS Action Line C1, C11 and C7 e-governance. So, Deniz, your action lines look at multi-stakeholder partnerships, collaborations, sustainable development and what is the role of your action lines in moving towards resilient and sustainable societies? Thank you, Gitanjali. So, when we think about sustainable and resilient societies, we want societies to be resistant against different types of shocks, natural disasters or man-made disasters such as cyber attacks or different problems with the technology. So, what we are doing with e-government is we are looking at how governments can actually work and be ready in case of those disasters. So, the upcoming UN e-government survey 2018 will only look at sustainability and resilience. I am happy to tell you that we are partnering with ITU on a chapter in cybersecurity. We are working with other UN agencies in how ICT systems can behave in case of natural disasters and also in partnerships and promotion of ICTs. We are giving extra attention to non-ICT sectors such as education and health, et cetera, and how we can incorporate ICTs in national development strategies. So, those are the things we are working and we will be presenting our work during this week in this and also in high-level political forum. Thank you, Denise. Indeed, the role of multi-stakeholder partnerships in aligning the SDGs with the WSIS Action Line is crucial. Thank you very much. We are now moving to the International Telecommunication Union. Ms. Halima, who facilitates the Action Line C4 on capacity development and capacity building. Skills development is crucial to attain this linkage between the WSIS Action Lines and SDGs. Education, capacity building, training programs, these are all very important aspects. Please can you share with us some of your ideas and your vision for the Action Line C4 capacity building and in ensuring that they play a crucial role in the transformation of resilient and transformation towards resilient and sustainable societies. Thank you, Halima. Thank you, Jitangeli. We believe that transforming societies in a sustainable manner requires some development of capacities and skills to enable individuals to be able to implement the transformation themselves. If we appreciate that sustainability in part refers to continuity, then we will agree that it is the individual who is embedded within a society that has the opportunity to be able to implement transformations and be able to sustain it. We can therefore comfortably say that capacity building is actually the main driver or the main factor that can allow us to ensure that societal transformation is actually and truly sustainable. This is why at the ITU we are working on developing training programs that are specific to certain ICT specialized topics and we deliver these trainings and partnership with members of the academia and through our network of Centers of Excellence. We also provide a platform for dialogue for policy debates and the exchange of knowledge through regional forums and global symposia, which we use to try and strengthen human capabilities within the ITU member states. And in this way we believe we are enabling the societies to be able to take complete control of their own transformation and be able to ultimately manage, sustain and maintain this transformation themselves. Thank you very much Halima. In fact, you touched upon a very crucial point that training individuals and societies to be responsible for themselves is the key. Thank you very much Halima. We have here Mr. James from the Food and Agriculture Organization. He is the co-facilitator of WISIS Action Line on e-agriculture C7 along with the International Telecommunication Union. James, what role does e-agriculture play in transformations towards resilient and sustainable societies? Agriculture is crucial all over the world, but what role does e-agriculture play? Thank you Ajit Anjali. Our role in terms of agriculture in general is very broad because we include food also, food and nutrition, forestry, fisheries and all areas of agriculture related to agriculture. And these areas are very important. We can deliver information and knowledge direct to the farmers in the field in the rural zones to keep the people there at the same time to avoid some kinds of conflicts about migration for example or try to avoid the climate change effects for example. If we can deliver solutions using mobile phones or another kind of technologies it's very good for the farmers because they can take decisions and keep in the field your families and our families also we have at the same time we can improve and increase the resilience at the same time create a world more sustainable. Thank you very much James. We also had a hackathon on Sunday and Monday which is an integral part of the WSIS Forum. This year we focused on Hack Against Hunger. So some of the winning applications did they reflect any of these ideas? Yeah, sure. At least three or four are totally linked to resilience because we are developing solutions for example in China. Biogas is a huge solution to avoid for example the waste of food waste of production in terms of agriculture and it's possible we use this wasted food to generate energy for example. You have a lot of examples and you have more or less for good ideas very good ideas to FAO and others stakeholders developed together with these guys and girls. Thank you very much James. The WSIS Action Line facilitators have been working together to ensure the linkages between the WSIS Action Lines and the sustainable development goals. We had created a matrix in 2014. Please do look at the matrix which is online and maybe my last question could be directed to Denise to explain to us what more we could do to strengthen this alignment between the WSIS process and the 2030 Agenda for Sustainable Development. Thank you. I think what we need to do is we really need to bring here non-ICT sector. Like hopefully in the coming years we will be seeing here more education, health, population, gender and environment ministers and I think if we can raise awareness among them and if we could really integrate ICTs and e-government in national development plans which I have to say that it's lacking right now then we will be able to use the full potential of ICTs to implement the 2030 Agenda. Thank you very much Denise. This is the role of platforms like the WSIS Forum to ensure that we can provide an equal platform for all stakeholders in all services and industries even other than ICTs to get together and highlight the crucial role ICTs can play in enabling the sustainable development goals. Thank you very much.


We ride the ears because when you ride the ears, you're riding his attention. The open face of the ear points to where the eye is looking. Now, I could wiggle my inside leg to say to him, can you look to the right? See, right ear back. I could wiggle my left leg and I could say, could we get you to look to the left? It'd be no different than if somebody walked up from behind you and they tapped on your right shoulder and you said, huh, oh, hi.