Automated transcript:
 People that are aware of your brand existence, but who doesn't want to buy any product yet. So it could be friends or friends of your friends. They know your brand exists, they know your product exists, but they are not considering any purchase yet. And finally, the biggest one is the inner audience. You are a new brand that just launched, basically almost no one knows about your existence yet.
Then at the opposite, you have the major brands. I took the example of McDonald's because most of the people have at least eaten McDonald's once or their life.