-bieder: zeev, how you doing? -lemonis: zeev, how are you? -bieder: i'm wonderful.is: did you bring any of your pieces with you today? giordano: yeah, i have pieces over here. lemonis: in order for rocco to move the brand forward, he has to clearly define what it stands for, who he's making it for, and the way to do that is to simplify the offering. nothing feels cohesive at all. there's no story. giordano: i have a story. it's just -- lemonis: tell me what the story is. giordano: faded royalty is good quality product at affordable pricing. -lemonis: that's not a story. -giordano: okay. lemonis: that's a brand promise. giordano: can i show you the pieces? lemonis: no, i need to understand your thought process from inspiration to final product. -giordano: sure. lemonis: and i need to understand how those pieces all tie together for one brand. is there something that inspires you? giordano: the time. i feel like, for me, its the '60s and '70s. lemonis: great. that's the genre. giordano: yep. lemonis: okay. now, take me to the next point. giordano: while the adding the