premise: Without the other party’s prior written approval, neither party will  (a) make or provide any public or private statement or disclosure to any other person (other than its Representatives) concerning the existence of or any aspect of this Agreement, whether the parties have shared or made available any Confidential Information with each other, or the discussions between the parties, except to the extent such disclosure would be permitted pursuant to Section 4 of this Agreement; or  (b) use the name, likeness or trademarks of the other party or its Representatives, employees or affiliates to express or imply any relationship or affiliation between the parties, or any endorsement of any product or service.  For purposes hereof, the information specified in this Section 17 shall be deemed Confidential Information of each party hereunder.