People are complicated, but brands are simple.
-- April (chapter 5)

Importance: Andy, Maya, and April all attended graphic design school together. After April and Andy shoot the New York Carl video, they want to make more videos and seriously consider the image that they want to convey to the public. They decide that while Carl is mysterious, foreign, unrelenting, and alien, April will depict herself as humanly as possible and contrast the Carls’ presence. April wants to seem accessible to the general public and act as the representative for the human race in the face of their visitors. April believes that the Carls are not an entity to fear, and she hopes to portray an acceptance on behalf of humans regarding their arrival. April wants to grow her new following as much as possible.

People are torn apart by fame, and this is far beyond what most of them deal with. You’re talking...
-- Andy's father (Marshall) (chapter 6)